Digital Beauty is the third pillar of our strategy, and a direct response to the increasing share of e-commerce in L’Oréal’s sales – which reached 15% of the total in 2019 and exceeding 23% in the third quarter of 2020.
From order management to delivery, the Supply Chain plays a central role in meeting the new challenge of e-commerce. It offers a way of satisfying customer demand and boosting the image of the Group’s brands. Our response involves moving to technology-augmented logistics, along with an increased use of data, for example, in the shape of connected inventory management.
Lastly, we have put in place an agile system of temporary distribution centers for dealing with peaks of demand, as experienced, for example, during the current pandemic either in physical stores closed during the lock down called Dark Stores with Kiehl's in the United States, or by adapting the distribution centers that until then did not process orders from the e-commerce.