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The partnership with Ingenuity will manage direct-to-consumer activity for the luxury brands.
October 18, 2023
By: Melissa Meisel
The commerce division of The Hut Group (THG), Ingenuity, completed a deal with L’Oréal to manage the direct-to-consumer (DTC) activities for two of L’Oréal Groups’ luxury division brands in North America. The agreement concluded between L’Oréal International Distribution and Ingenuity will leverage Ingenuity’s complete commerce solutions for growth of L'Oréal's luxury division brands Shu Uemura Art of Beauty in the USA and Canada, and Biotherm in the US. 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. Ingenuity’s complete commerce solution, which includes cutting-edge ecommerce technology, efficient operational abilities, and effective marketing solutions, stands as a genuinely unique offering.” Commenting on the agreement, Annie Gregoire, the general manager of L’Oréal International Distribution in North America, said: “L’Oréal International Distribution’s 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 their fully integrated services and their personalized, consumer-centric e-commerce expertise.”
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