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L'Oréal's New Digital Chief Takes Cosmetics Virtual


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A LOral office.

French cosmetics group LOral is exploring how online games, augmented reality, and social media can help it reach customers beyond bricks-and-mortar stores.

Credit: Gonzalo Fuentes/Reuters

L'Oréal Group's newly appointed digital executive is exploring how online games, augmented reality and social media can help the French cosmetics company reach new demographics amid an expected increase in e-commerce sales.

"The pandemic has been a catalyst for digital adoption," and L'Oréal is "constantly reimagining" its digital strategies, said Asmita Dubey, the company's chief digital and marketing officer.

Before her appointment as digital and marketing chief, Ms. Dubey held digital and marketing management positions at L'Oréal for eight years.

Ms. Dubey succeeded former Chief Digital Officer Lubomira Rochet in April and reports to L'Oréal Group Chief Executive Nicolas Hieronimus, who took the reins in May.

L'Oréal's brands include Lancôme, Kiehl's, La Roche-Posay, Garnier and Maybelline New York. The cosmetics company has about 3,000 employees who are focused on digital initiatives. It employs about 85,400 people total.

From The Wall Street Journal
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