The marketing of L’Oréal products in Peru is already above 20% compared to the indicators that occurred in 2019 , this is partly due to the deepening of sales in skin care items, makeup and fragrances , according to what was commented by Alberto Mario Rincón , who is general director for Central America and the Andean Region. So far in 2023, it aims to achieve growth that is above the market, a situation that may be marked by the deepening of e-commerce media and the release of new products to the market.
L’Oréal sales in Peru
By the end of 2022, the company’s general sales had experienced an expansion of around 18.5% , this compared to those generated in 2021. For their part, those made in Latin America had deeper growth, reaching a 34.1% . Rincón considers that sales in Peru were above estimates in the region . “After the pandemic, there was an important transformation in the beauty business, which was the development of the skin care category. Now we see each other on the computer, on screens, much more than we did before the pandemic, and that has led to greater awareness about skin care ,” comments the general director.
Ecomemerce at L’Oréal
Regarding ecommerce, it is a channel that already accounts for 28% of the company’s general sales . However, in Latin America it is around 10% of turnover , so L’Oréal’s digital sales have had an expansion of 2.5 times greater than sales recorded on a physical level. In the specific case of Peru, digital sales of L’Oréal items are made from 3 areas: One is generated by virtual stores belonging to large retailers that usually have physical businesses, such as Falabella, Inretail and Ripley. Secondly, there are online-only businesses , such as Beautify. Finally, there are sales made from social networks, the most notable case being Instagram and Facebook.
