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THG Ingenuity announces deal with L'Oréal luxury brands

Sophie Smith
18 October 2023

Ingenuity, the commerce division of British retail group THG, has signed a deal with L'Oréal to manage the direct-to-consumer (DTC) activities for two of its luxury division brands in North America.

The agreement will leverage Ingenuity’s complete commerce solution of technology, operations and marketing to "power DTC growth" at Shu Uemura Art in the US and Canada, and Biotherm in the US.

L’Oréal hopes to benefit from core platform features "built for the beauty consumer", including sampling, loyalty and subscriptions. The rollout is expected to be completed in 2023.

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."

Annie Gregoire, General Manager of L’Oréal International Distribution in North America, added: "Our 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 its fully integrated services and personalised, consumer-centric e-commerce expertise."

Earlier this week, THG reported its best quarterly performance in the last year despite a drop in revenue. The group saw revenue decrease 4.4% to £466.5 million during the third quarter ending 30 September 2023. THG Ingenuity revenue was down 8.8% to £155.7 million.

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