L’Oréal Middle East Grows Online Sales By Up To 750% Through D2C E-Commerce

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  • Beauty giant also records improvements in consumer satisfaction and average order values
  • L’Oréal Middle East partnered with CNNB Solutions since 2018 to pioneer its D2C e-commerce strategy across selected brands

Dubai, United Arab Emirates: L’Oréal Middle East has declared an uptick of up to 750% across e-commerce sales since 2018, driven by an innovative direct-to-consumer (D2C) e-commerce and e-distribution partnership with Dubai-headquartered CNNB Solutions. The partnership includes development and optimization of websites, inventory management, marketplace negotiation, stock planning and warehousing, and delivery logistics via key partner Aramex. The successful strategy has been deployed across UAE, Saudi Arabia, Kuwait, Oman, Bahrain and Egypt.

Founded by e-commerce and online shopping experts Charbel Nasr (CN) and Nicolas Bruylants (NB), CNNB Solutions built a bespoke suite of turnkey services for L’Oréal Middle East. It also includes an e-distribution model, where CNNB Solutions purchases inventory from the company, becoming fully invested in maximising online sales. The strategy has paid off, with L’Oréal Middle East also recording an increase in average order value of 12%, a 17.5% improvement in delivery rate and a 235% increase in customer lifetime value (CLV), across the selected brands since the start of the partnership.

Speaking about the growth and success of its D2C e-commerce partnership with CNNB Solutions, Mehdi Moutaoukil, Chief Marketing Officer at L’Oréal Middle East said“We are always looking for new ways to innovate and serve our consumers in the most efficient way. With growing demand for convenient online shopping, CNNB Solutions has streamlined our approach across the GCC region, putting the consumer experience at the forefront of our strategy. The results have been hugely successful in terms of sales growth and consumer satisfaction, delivering a win-win for our business and stakeholders.”  

Discussing the valued partnership, Nicolas Bruylants, CVO and co-founder of CNNB Solutions said: “We have more than 15 years of experience developing home and online shopping platforms in MENA, so we truly understand each country market and its consumers. We’re delighted that our insights, expertise and operations have helped towards the success of L’Oréal Middle East’s D2C e-commerce strategy.”

CNNB Solutions also handles all consumer enquiries and support, while ensuring all stages maintain rigorous L’Oréal standards. This approach has seen tremendous success in terms of consumer satisfaction. The NPS score (net promoter score, which rates the willingness of consumers to recommend a company’s products or services to others) has increased by 15% and consumer retention rate has increased by 21%.

So far, this D2C strategy has been deployed across a range of L’Oréal brands, including L’Oréal Paris, Maybelline New York, Garnier and Kérastase.

About L’Oréal Middle East:

L’Oréal is the world’s leading beauty company with an established presence in the Gulf region since the 1960s.The company formally set-up operations in the region in 1998 as L’Oréal Middle East, and today has three entities across the GCC region, employing over 500 employees, with a diversified mix of 53 nationalities. L’Oréal Middle East created its subsidiaries L’Oréal KSA in 2012 and L’Oréal UAE in 2015 to serve its key markets. Headquartered in Dubai, L’Oréal Middle East offers an inclusive portfolio 26 beauty brands across four divisions – Consumer, Professional, Luxury and Active cosmetics.

In 2021, L’Oréal was named one of the World’s Most Ethical Companies® by Ethisphere Institute for the 12th time in a row. It has also been recognized as a global environmental leader with triple ‘A’ score by the CDP, for the fifth year in a row. In the same year, UNIVERSUM ranked The Group in the top 10 most attractive employers worldwide, and number one in the UAE while ranked it second in KSA in the FMCG category.

About CNNB Solutions:

CNNB Solutions is designed to help brands sell more online by delivering seamless and unified direct to consumer operations. The business was established by ex-citrussTV owner and founder Nicolas Bruylants and ex-citrussTV COO Charbel Nasr. It has operations across the entire GCC, with managed brand centres in UAE, KSA and Egypt. With over 15 years of experience in providing effective solutions to help brands build, operate and scale, the expert team manage and maximise online processes for brands, including: distribution, stock planning and inventory management; web development and management; order management; global fulfilment and support; payment solutions; and customer experience support. CNNB works with multiple household name global and regional brands and facilitates millions of dollars of online sales every year.