Leading cosmetics firms deepen internet presence

By Guy Montague-Jones

- Last updated on GMT

Related tags: Pz cussons, Marketing

Consumers are turning increasingly to the internet for their beauty products prompting L’Occitane and PZ Cussons to invest in the growing channel.

To support the launch of Imperial Leather Skin Bliss, PZ Cussons is creating an “all singing, all dancing” website with the help of Code Computerlove.

PZ Cussons supports launch online

The company is investing £1.5m in the marketing campaign for the moisturizing shower lotion and the internet is playing an important branding and education role.

Heather Boden, brand manager for Imperial Leather, said: “Our digital presence will help us to extend our communication and dialogue with consumers (primarily women), enhance awareness and educate consumers about the products benefits.

“Code is working up a digital marketing strategy that will centre around a consumer facing website, as well as other online tactics.”

L'Occitane turns to internet specialists

Meanwhile L’Occitane has begun working with marketing experts Mercent to build its online sales.

“Mercent offers L’Occitane industry-leading expertise in building successful ecommerce programs through online marketplaces like Amazon.com,”​ said Matt Kritzer, director of eCommerce at L’Occitane.

L’Occitane has stores in 90 countries around the world and active ecommerce sites in 13 countries. Now the company is looking to reach a wider online audience.

Mercent helps companies to achieve higher sales and profits through over 50 ecommerce channels, including comparison shopping engines, transactional marketplaces, paid inclusion programs and affiliate networks.

“We look forward to helping L’Occitane increase their online sales and profitability through the reach of the Merchant Shopping Network and the efficiency of the Merchant Retail campaign optimization platform,”​ said Mercent CEO Eric Best.

Related topics: Market Trends

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