Ingenuity Is to Manage Shu Uemura, Biotherm North American D-to-C – WWD

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PARIS – Ingenuity, THG plc’s commerce division, has signed a deal with L’Oréal to manage direct-to-consumer businesses of two of the French group’s luxury brands, Shu Uemura Art of Beauty and Biotherm, in North America.

Financial terms of the agreement were not disclosed.

L’Oréal will benefit from core platform features built for the beauty consumer, including sampling, loyalty and subscriptions,” THG said in a statement released Wednesday.

The launch is expected to be complete this year.

“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, chief executive officer of Ingenuity, in the statement. “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 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,” said Annie Gregoire, 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 d-to-c environment as we will be benefiting from their fully integrated services and their personalised, consumer-centric e-commerce expertise,” she said.

THG, formerly known as The Hut Group, owns online retailers such as Cult Beauty and Look Fantastic, and beauty brands such as Perricone MD and Espa.

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