L'Oréal on how to effectively build brands in the world’s fastest growing markets in the digital age

In this episode of The WARC Podcast, Rica Facundo, APAC Editor, interviews Lex Bradshaw-Zanger, Chief Marketing and Digital Officer at SAP MENA L'Oreal, about the evolving beauty marketing landscape, focusing on the integration of technology, or "beauty tech," to enhance brand experiences. Lex discusses how L'Oreal uses data and technology to create product, service, and communication experiences, highlighting the differences between global markets and the dynamic APAC region, where technology is service-driven and consumers are more digitally engaged. The conversation explores how brands are built in the digital age through services like virtual try-ons and augmented products, emphasizing the importance of understanding marketing fundamentals and adapting them to new channels. Lex also touches on the renaissance of marketing mix modeling (MMM) for broader measurement, the significance of investing in brand building, and the talent needed to navigate the complexities of social commerce and live streaming, as well as the impact of AI on beauty tech and brand development.