THG has signed a deal with L'Oréal to manage two of its luxury brands in North America.
The partnership will see the British retailer’s commerce division, Ingenuity, oversee direct-to-consumer activity for Shu Uemura Art of Beauty and Biotherm.
This will include complete control over two business’ operations and marketing efforts.
“Ingenuity’s mission is to provide a simplified solution to help brands deliver their online ambitions in an accelerated and cost-effective way,” said Vivek Ganotra, CEO of Ingenuity.
“Ingenuity’s complete commerce solution, which includes cutting-edge ecommerce technology, efficient operational abilities, and effective marketing solutions, stands as a genuinely unique offering.”
L’Oréal said both brands will benefit from the Ingenuity platform’s features including sampling, loyalty tracking and subscriptions.
The management deal is expected to complete towards the end of 2023.
"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,” added Annie Gregoire, the General Manager of L’Oréal International Distribution in North America.
“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.”
Ingenuity was set up by THG in 2005 to offer technology and operation capabilities to consumer and direct-to-consumer brands, including Elemis and Espa.