L'Oréal eCommerce Strategy: Driving Beauty Sales In APAC

With a diverse portfolio spanning luxury icons like YSL and Armani Beauty to mass-market favourites like Maybelline and Garnier, L’Oréal’s eCommerce strategy across APAC is anything but one-size-fits-all.

In this exclusive interview, Matthijs Van Der Putten, eCommerce Director for L’Oréal South Asia Pacific, breaks down how the global beauty giant is navigating digital commerce across emerging markets—balancing marketplaces with brand.com, optimizing content and CX, and tailoring every move to brand positioning and consumer behaviour.

• How do you build a best-in-class online beauty experience in a region this diverse?
• Do you go wide or deep and how do you know where to show up and why?
• Press play now and unlock what truly defines a "best-in-class" online beauty experience

Here how L'Oréal is navigating:

• Channel strategy that starts with the consumer: Why brand positioning and shopper behaviour not trends, determine where to show up online.
• Brand.com vs. Marketplace: Define the role of each platform, and why the flagship experience still matters in a marketplace-dominated world.
• Striking the right balance: From channel conflict to promotion control - why visibility isn’t always the goal.
• The power of content and customer service: How authentic marketing and meaningful human interaction shape the future of online beauty.
• Driving growth in emerging markets: Why Matthijs believes regional collaboration and digital experimentation are key to unlocking the next wave of beauty consumers.

Watch the full video to learn how L’Oréal is building flexible, locally relevant, and globally strategic eCommerce experiences.