Carolyne Denzler, L'ORÉAL GERMANY (MSc Strategic Marketing 2013) on how to drive a number 1 feminine beauty brand within the cosmetics industry in the light of COVID-19.
Carolyne spoke to an online audience of alumni and guests exploring the challenges L'Oreal has faced during the pandemic and how they have adapted to overcome these. The event was organised by the Imperial Marketing Professional Interest Network.
Lessons learned
“COVID-19 has been a massive accelerator of e-commerce and highlighted the importance of brands having a strong, cohesive digital presence. Brands need to go to the channels where their consumers are and content needs to be creative, interactive and to stand out. Consumers are seeking a connection with brands, they want a two-way conversation. It is important to show you are there by their side’
Carolyne explained the 3 biggest opportunities open to brands during COVID-19:
1. Consumer behaviour shifts
2. The rise of e-commerce
3. Consumer guidance
COVID-19 has been a massive accelerator of e-commerce and highlighted the importance of brands having a strong, cohesive digital presence.
The future of online marketing
Moving forward Carolyne asked ‘How can we predict the future of commerce?’ “The answer is we can’t, but we can analyze consumer behaviour to predict trends and to understand how we can add value for our consumers. Hereby, consumer guidance with beauty tech is one key lever to consider, for instance digital services that allow virtual-try ons for consumers. Also, Data & CRM are paramount in order to provide more personalized offerings for consumers."
Carolyne Denzler is a German native with an international background who spent multiple years living abroad in New York, London and Barcelona. After graduating from Imperial College Business School in 2013 with a MSc in Strategic Marketing, Carolyne gained first experiences in luxury Marketing & Communication at TOM FORD and MAC Cosmetics. In 2014, she has kick-started her career at the world leader in beauty: L’ORÉAL. Ever since, Carolyne has truly established herself as a passionate marketeer with a 24/7 innovative mindset and a track record of more than 6 years of experience in B2C/B2B Marketing, Digital Marketing and Sales, having worked for some of the world’s most renowned luxury beauty brands such as Lancôme and Giorgio Armani.
