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Sunday, September 25, 2022
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L'Oréal invests in the "social selling" platform Replika Software


L'Oréal announces a minority investment in the American “social selling” platform Replika Software, Inc., as part of its e-commerce acceleration strategy. This investment was made through Bold Business Opportunities for L'Oréal Development, L'Oréal's private equity fund.

Replika Software is a platform that provides brands with turnkey “social selling” solutions in order to activate on a large scale their ecosystem of sellers present on social networks, to develop their influence there and to establish relationships with consumers anytime, anywhere. Founded in 2016 by Kareen Mallet, former Fashion Director at Neiman Marcus and Bergdorf Goodman, and Corey Gottlieb, advertising, marketing and technology entrepreneur, the company is based in New York City with offices in Paris.

“Social commerce is an exciting new form of e-commerce that allows consumers, influencers, experts, beauty consultants or sales consultants to market brands and products on social media through formats such as direct purchase or livestreaming, said Lubomira Rochet, Chief Digital Officer from L'Oréal. Today, e-commerce already represents 25% of L'Oréal's turnover. The rise of social commerce is an excellent opportunity for our brands to reinvent the customer experience in beauty across the world. We are very happy to partner with pioneer Replika Software to create large scale social commerce. Our ambition is to break into this new channel and build a healthy and dynamic ecosystem of social sellers for the beauty category. "

“As an industry, we only scratch the surface of the power of social commerce when this tool is combined with the immense scale offered by the global community on social media. Replika Software is posting an excellent year in terms of growth and is fueling new revenue-generating social selling programs for L'Oréal brands and other brands around the world, said Kareen Mallet, co-founder of Replika Software. We are delighted to strengthen our partnership with L'Oréal. Their financial support and industry expertise will help us realize our vision even faster and more broadly. "

For more information on Bold Business Opportunities for L'Oréal Development: www.lorealboldventures.com

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