“(…) The development in the e-commerce area enables us to grow our chain of own stores in a sustainable way and to bring our brand experience as closer to our consumers as possible”, said Cosmin Ban, General Manager of Luxury Products Division of L’Oréal Romania.
L’Oréal is organized on four operational divisions, depending on distribution channels: the mass-market division distributed in partner stores and supermarket and drugstore chains (with the L’Oréal Paris, Garnier and Maybelline brands), the division of dermato-cosmetics sold in pharmacies (Vichy and La Roche-Posay brands), the division of professional products for salons (L’Oréal Professionnel, Matrix and Kerastase brands) and the division of luxury products sold in profile stores (Lancôme, Yves Saint Laurent, Biotherm, Giorgio Armani, Diesel and Cacharel brands).
L’Oréal entered the local market, on the retail segment in 2015, when it opened its first store under the Kiehl’s brand, within shopping mall AFI Cotroceni in Bucharest.
In Romania, 30% of the urban population shops online and the e-commerce accounts for 5.6% of the total retail market. Also, 7.9% of cosmetic products are sold online.
Over the last two years, the Romanian e-commerce market saw the highest increase in Central and Eastern Europe and beauty and fashion products represent the third best-selling category on the online segment.