Under a new agreement, THG's Ingenuity commerce division will manage the direct-to-consumer growth of L’Oréal's Shu Uemura Art of Beauty in the United States and Canada and Biotherm in the United States.
Ingenuity will help the brands drive growth by leveraging its technology, operations and marketing platform, which supports sampling, loyalty programs and subscriptions. The rollout of the collaboration is "expected to complete in 2023," per THG.
Vivek Ganotra, CEO of Ingenuity, said, "We are excited to announce our collaboration with L’Oréal’s Luxe Division. Ingenuity’s mission is to provide a simplified solution to help brands deliver their online ambitions in an accelerated and cost-effective way. Ingenuity’s complete commerce solution, which includes cutting-edge ecommerce technology, efficient operational abilities, and effective marketing solutions, stands as a genuinely unique offering.”
Annie Gregoire, the general manager of L’Oréal International Distribution in North America, said, "L’Oréal International Distribution’s mission is to build brands in the North America zone in an agile and efficient way, leveraging the expertise and manpower of external partners to amplify the acceleration of our portfolio’s brands. This partnership with Ingenuity is the perfect example of that mission coming to life within a DTC environment as we will be benefiting from their fully integrated services and their personalized, consumer-centric e-commerce expertise.”