L’Oréal knows it still has some significant hurdles to overcome, however. Its CEO Jean-Paul Agon has branded 2017 “the year of ROI”, and one big challenge is to improve the effectiveness of its digital activity.

“Everything we do has to drive back to the business, especially with digital and working with influencers and how we can improve our ROI against that. We call it the ROI obsession,” Buckley says.

He admits the UK business “hasn’t cracked it yet”, and it is still trying to figure out how its digital activity can best increase sales. While he says he finds it “exciting”, it can at times be difficult to determine what new technology to prioritise.

Augmented reality has been around for a few years, but it hasn’t quite ramped up as much as we believed. So it’s about picking the right battles and committing to those projects.

Sourced through Scoop.it from: www.marketingweek.com