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Indian News

CONSU MER BEHAVIOU R
Beauty segment purchase decisions seeing strong

digital influence: Report

The beauty products segment in The report found a large segment phase itself, which now happens
India is witnessing a strong influ- of beauty consumers saying they use online.
ence of digital channels on purchase social media, online videos and on-
decisions as customers turn to ave- line search for research to compare “Even in the offline consumer
nues like videos, online searches and consider, and reach their final journey, online plays a key role as
and reviews on social media, a joint decision. It also found that both men research, comparisons and trends
report by Google, Kantar and WPP and women showed similar interest are searched online. Brands need to
stated. and bought an average of nine beauty make it easy for consumers to access
products every month. information, to facilitate purchase
The report noted that there has decisions and gain brand loyalty,”
been a paradigm shift in how consu- “Digital consumption is at an he said.
mers shop, with increased digital influ- all-time high in India, and people are
ence, dynamic content, robust creator spending an additional two-hours The report pointed that consu-
ecosystem and growing online sales. more online, per week. “With mul- mers face challenges in their purchase
The journey of a consumer in terms of tiple sources of discoverability and journey like facing difficulty in choos-
awareness is shifting from TV to digi- information research, the consumer ing the right product, deciding on a
tal avenues, with beauty consumers purchase journey has become more product without brand experience
engaging digitally, it added. complex but shopping has become and being unable to envision how
more focused and personalised,” suitable a product is for them. The
Buying beauty products in India Google India Group Head, Insights report also noted that consumers are
has also become a video-centric and Partnerships, Mr. Kaushik Das- increasingly becoming more open to
affair, with YouTube emerging as a gupta said. He added that most of interacting with new technologies
beauty advisor and search as a dis- the purchase decisions take place including virtual reality, augmented
covery platform, it said. in the discovery and understanding reality and voice assistants.

U P THE LADDER
L’Oréal puts an Indian on its global executive

committee for the first time

French beauty giant L’Oréal, has gapore, with effect from January 1, consumer behaviour and market
regrouped some of its geographi- 2021. He will report to the company’s maturity, to enable growth. The North
cal zones and announced a leader- global Chairman and CEO, Mr. Jean Asia zone will regroup Mainland China,
ship change in its South Asia Paul-Agon and will leave his current Hong Kong, Taiwan, Japan and South
Pacific, North Asia and Africa units, role as CEO of L’Oréal UK & Ireland. Korea. A new sub-Saharan Africa
which puts an Indian on the per- zone has been formed as well.
sonal care company’s global exe- Mr. Sharma joined the Indian
cutive committee for the first time. unit of L’Oréal in 1994, where he led The company also announced the
consumer products and professional creation of a new position of Chief
Mr. Vismay Sharma, who has been products divisions. In 2012, he was Global Growth Officer to which all
appointed to head the newly-created appointed Chief Executive for L’Oréal zone presidents as well as the travel
SAPMENA (South Asia Pacific, Middle Indonesia. Since 2016, he has been retail business will report to. Mr.
East and North Africa) zone is the the CEO for L’Oréal UK and Ireland. Frédéric Roze, currently President of
first Indian to be nominated to the the Americas Zone and member of the
company’s global executive commit- L’Oréal decided to regroup some executive committee, was elevated to
tee and will chair the office in Sin- of its geographical zones based on this role.
12 Home, Personal & Institutional Care India November 2020