Abstract:

LOreal has a history of putting consumers at the heart of its operations. The company actively observes, listens, follows, engages and creates based on consumer insights. This approach is ingrained in its DNA, driving purpose, innovation and business success. However, in today's dynamic landscape and BANI (brittle, anxious, non-linear and incomprehensible) world, the need to fully grasp the diverse consumer needs and cultural dynamics has become more critical than ever. With travel restrictions and time constraints limiting stakeholders' abilities to be on the ground, LOreal searched for new and scalable ways to move from knowing to sensing, fuelling true consumer empathy and seize what starts.