Optimizing beauty sales with a pioneering quadripartite Data Collaboration initiative for L’Oréal

The context

L’Oréal, the global beauty leader, is driven by a clear objective: to enhance the visibility and performance of its in-store campaigns—particularly within its retail partner Intermarché—while relying on reliable, actionable data to better understand and reach consumers.

L’Oréal aimed to leverage data as a key driver of business performance. The goal was to connect media signals with purchasing behavior in order to concretely assess the impact of campaigns on sales.

We therefore designed a collaborative framework alongside L’Oréal, Intermarché/Infinity Advertising, and LiveRamp, addressing the following challenges:

Maximizing media efficiency by optimizing campaign reach and frequency.
Building precise audiences tailored to business objectives: acquisition, loyalty, or “Geste +1” (an indicator used to analyze complementary purchases).
Measuring the real impact of campaigns on incremental sales, beyond traditional media KPIs.
Optimizing brand-by-brand budget allocation based on revenue potential observed at Intermarché

The solution

To address these challenges, we designed and managed a data-driven, multi-platform framework built around LiveRamp’s cleanroom.
This solution enabled secure and compliant sharing of first-party data between L’Oréal and Intermarché, via Infinity Advertising, ensuring ultra-precise targeting while fully preserving consumer privacy.

We structured our approach around three pillars:

1. Data & Audiences

Creation and activation of affinity audiences derived from Intermarché’s hygiene & beauty data.
Granular segmentation by brand and business objective: acquisition, loyalty, or “Geste +1” (complementary purchase).

2. Media & Activation

Deployment of a media mix across Display, Meta, and Snapchat, combining IAB formats, VOL, and engaging UGC content.
Full campaign management: audience creation and delivery, media buying, and performance monitoring.

3. Measurement & Optimization

Implementation of a robust incremental measurement approach to assess the real impact of campaigns.
A first-of-its-kind integration of a conversion lift on Meta for the Consumer Products Division.
Analysis of advertising signals to identify visual levers influencing purchase—such as the impact of the green cap on Narta deodorants driving sales.

The results

This initiative represents a true breakthrough in the way retail media marketing is managed. For the first time, L’Oréal’s Consumer Products Division was able to connect data, media, and sales within a secure and measurable framework, thanks to the LiveRamp cleanroom and the implementation of this partnership.

The unprecedented integration of a conversion lift on Meta made it possible to measure the real impact of the campaigns on incremental sales — a first at this scale for the division. It also stands as a collaborative innovation, bringing together four players around a shared objective: turning data into a driver of performance.

SUCCESS STORY