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Ingenuity announces deal with L’Oréal
Loreal Building

18 October 2023 - Ingenuity, the complete commerce division of THG plc, announces the signing of a deal with L'Oréal, the world's leading beauty player. Ingenuity will manage the Direct-To-Consumer (DTC) activities for two of L’Oréal Groups’ luxury division brands in North America. 

In August, THG plc’s complete commerce division, Ingenuity, signed an agreement with L’Oréal, the World’s beauty leader, on managing Direct-To-Consumer (DTC) activities for two of the Group’s brands in North America.

The agreement concluded between L’Oréal International Distribution and Ingenuity will leverage Ingenuity’s complete commerce solution of Technology, Operations and Marketing to power Direct-To-Consumer growth of L'Oréal's luxury division brands “Shu Uemura Art of Beauty” in the USA and Canada, and “Biotherm” in the USA. L’Oréal will benefit from core platform features built for the beauty consumer including sampling, loyalty and subscriptions. The rollout is expected to complete 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. 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 personalised, consumer-centric e-commerce expertise.”

To learn more about Ingenuity and its complete commerce solution, visit