L’Oréal has been pursuing a strong direct-to-consumer strategy across its luxury and masstige brands for several years. A hugely successful DTC transformation that relies on consumer data, advanced technology and all omnichannel customer touchpoints.

Over the past nine years, L’Oréal’s tech incubator has morphed from being an experimental project to a crucial link in building the multinational’s fast-growing online revenues. Last year, over 25 per cent of L’Oréal’s total global sales came from e-commerce – up from 15.6 per cent in 2019.

IT Cosmetics, the L’Oréal-owned US cult brand, has launched an Australian e-boutique – www.itcosmetics.com.au – to boost its DTC sales.

 A dedicated virtual shopping experience, the entire IT Cosmetics range will be available to Australian consumers, including fan favourites such as Your Skin But Better CC Cream, the number one prestige CC cream in the US, and Confidence In A Cream.

The site boasts virtual try-ons, a shade finder and an IT Education Hub for skincare queries. Special offers and early access to new releases will also be major drawcards, together with free shipping on all orders over $65 and free samples with every purchase.

We’re excited to share with our customers a new way to shop their favourites from IT Cosmetics’ highly sought-after range of coveted skincare and must-have beauty products, says Kelly Li, Head of Accelerator Brands, L’Oréal Australia. “The new e-boutique will allow access to exclusive deals and limited-edition products. We’re thrilled we can offer more innovative solutions that seek to solve skin issues with IT Cosmetics within Australia.”

L’Oréal acquired IT Cosmetics in 2016 for US$1.2 billion, its largest acquisition for eight years. Founded by former US news anchor, Jamie Kern Lima, in 2008 to treat her rosacea-prone skin, the brand became part of L’Oréal’s Luxe division. Over the first three years of L’Oreal ownership, IT Cosmetics doubled its sales to become the number two brand in the US selective makeup category.

In addition to the new e-boutique, IT Cosmetics is also sold in Sephora stores and through Adore Beauty in Australia.

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