Top 25 eCommerce leaders 2022: Lorena López

Lorena López (pictured) has made her presence felt in the eCommerce space ever since she joined L’Oréal in 2020 as the eCommerce director for the consumer products division. In her current role, she leads all the eCommerce marketing initiatives for L’Oréal Paris, Garnier, and Maybelline New York in Malaysia and Singapore.

An astounding leader in the eCommerce and marketing space, López believes that marketing is all about consumers. As such, a great marketing initiative should be consumer-driven.

“This is why I am passionate about the constant evolution of shopper behaviour and how eCommerce can help to make the consumer journey fluid,” she said.

While the future of eCommerce is obviously limitless, López sees it as a playground for self-expression. Specifically in the beauty industry, being highly personalised is key as every consumer is unique and has their own needs, she explained.

López and the team at L’Oréal sees this, and is actively optimising the latest technology and innovations to help consumers.

Through its beauty tech innovations, it is pioneering cutting-edge features and virtual try-ons on its eCommerce platforms.

On the L’Oréal Paris website, consumers get virtual skincare recommendations from Skin Genius, an AI-powered tool that is backed by dermatologists; or they can explore the virtual try-on where they can experiment with more than 100 shades of make-up and hair colours with its new augmented reality tools.

Social commerce is also an area she is very passionate about. “Social commerce is increasingly important because marketing is no longer a one-way street. Consumers crave more autonomy,” she said.

Addressing this through Maybelline New York’s TikTok shop, the brand is trying to anchor content which is informative, educational, and entertaining.

“We empower our consumers by giving them a two-way platform that is community-driven, conversational, and authentic – and by doing so, we are bringing our brand to life too,” she said.

Last, but not least, López is an advocate for all things omni-channel – creating a seamless integration between physical, digital, and virtual channels. Particularly for the beauty industry where purchases are often very personal and emotional, there is a need to remove barriers so the consumer journey is seamless and positive at all touch-points, she explains.

“The digital sphere in Malaysia and Singapore is an exciting and dynamic place to be in – both countries have high internet penetration, as well as communities who are largely digitally literate and have adopted technology as part of their lifestyle. I find there is a lot of potential for eCommerce to grow even further,” she said.

At the same time, she and her team are also conscious that the business grows sustainably, responsibly, and inclusively. This requires the company to continue working with its partners to develop the right infrastructure to support the growth so that the consumer journey is streamlined, seamless, and sustainable.