L’Oréal seeks to boost its sales hand in hand with Mercado Libre with a social commerce channel

Showing growth of up to 11 times in online sales of beauty products from the period of 2019 to 2021, the company L’Oréal and Free market gave the flag to the new platform of electronic commerce through the social commerce channel that seeks to humanize the marketing of its beauty products, encourages self-employment and increases sales receipts via advice.

Pablo Sánchez Liste, head of the digital, marketing and sustainable development area of L’Orealsaid that the e-commerce of beauty shows accelerated growth in Mexico, and during 2019 it increased 27% compared to the previous year, whose trend will continue to rise in the country.

When presenting the app “Beauty Specialists” by L’Oreal hand in hand with Plazah (technological partner) and Free marketThey said the new channel social commerce It allows companies to connect with their clients through professionalizing people about the products to be marketed so that they recommend them to the consumer and not only sell the product, but also provide advice. In addition to providing security and authenticity in the purchase of items.

According to the National Chamber of the Cosmetic Products Industry (Canipec), the beauty industry in Mexico is worth 200,000 million pesos, and L’Oréal has 11% of the total market; while in online sales it is the market leader.

Without specifying the investment amounts of the platform, Sánchez Liste explained that the new sales channel (social commerce) is similar to catalog sales, but online and with product recommendations, and represents great growth potential for the Mexican market.

He specified that under its categories of hair care, hair color, makeup, skin care and fragrances, L’Oreal seeks to double its sales, where the category grows above 27%.

The sale in social networks bets on the self-employment of women, where a person only has to download the application, and then begin to recommend and sell the products of L’Orealwith which you will obtain commissions of 20% of the sales ticket.

Without any cost or investment, the seller does not have to buy products to get a stock, in addition to the fact that the delivery is made through Mercado Libre, without the risk that the products become more expensive.

Alex Caballero, director of marketplace Mexico of Free marketcommented that the beauty industry only represents 4% of the company’s shipments, however it grows to 34% in the Mexican and Argentine markets, “it is beginning to gain participation in relation to other industries, there is great growth potential , by online penetration and growth rate”.

Free market seeks to democratize trade in Mexico and Latin America and with this we are helping to promote self-employment and growth.

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