L’Oréal
Email Marketing Acceleration

Building a future-ready CRM and automations strategy from the ground up. Data-driven email marketing for four leading dermatological brands.

09 Loreal Large

AN EMAIL MARKETING WORK

L’Oréal’s Dermatological Beauty Division, representing globally-recognized brands Vichy, La Roche-Posay, CeraVe and SkinCeuticals, joined forces with MEDIACUBE to design and implement a long-term CRM strategy tailored to the Greek market. With no direct eCommerce platform and no access to first-party retail data, the team faced a blank slate.

The objective was bold: to grow a qualified, engaged and GDPR-compliant audience and to develop localized, automated CRM journeys aligned with L’Oréal’s global standards. The collaboration became a model for how CRM can be built from scratch to drive brand awareness, trust and education, without relying on sales incentives or third-party partnerships.

THE CHALLENGE

The mission was clear: build a healthy CRM ecosystem, grow it with intent and sustain it with content. Unlike traditional D2C brands, L’Oréal’s Dermatological Beauty Division in Greece had no access to transactional data. Retailers did not collect or share customer information and no e-shop existed for any of the brands. As a result, L’Oréal faced three key challenges:

Previous CRM foundation

No existing CRM foundation. No centralized database, no automation structure and no historical segmentation to build from. Limited acquisition infrastructure.

Quality Leads

Risk of low-quality leads. Consumers previously subscribed only for incentives like free samples, leading to poor engagement and high churn. Database growth had to rely solely on paid lead generation (e.g., Meta Lead Ads), without the support of retailers or sampling partners.

Global CRM Strategy

Alignment with global CRM strategy. All communication flows and technical execution had to adhere to L’Oréal’s guidelines for email marketing and automation logic.

THE SOLUTION

MEDIACUBE led the implementation of a fully structured CRM ecosystem, from data acquisition to automated communication. The framework was scalable across brands, aligned with global brand standards and focused on delivering real value to subscribers.
Database Growth via Lead Ads Strategy

Database acquisition was driven by targeted lead ad campaigns, designed not just to collect contacts but to attract skincare-interested audiences through educational messaging and product relevance, reducing sample-only signups.

Foundational CRM Infrastructure Framework

L’Oréal’s CRM ecosystem in Greece, built by MEDIACUBE, features GDPR-compliant user journeys, brand-specific subscriber lists, centralized management across four brands, and efficient opt-in and re-engagement mechanisms.

Email marketing strategy & content

Email communication evolved from one-off sends to strategic content flows, including welcome journeys, educational series by skin type, ingredient highlights, brand values, and product tutorials.

Modular Automation Framework Architecture

Automation flows were built using L’Oréal’s global approved models, then localized to the Greek market. Each brand received tailored logic, pacing and tone.

Engagement-based list management

To maintain a healthy database, MEDIACUBE implemented A/B testing, brand-specific dynamic content blocks, re-engagement strategies for inactive contacts, and re-qualification tactics to maximize long-term value.

Assets & Implementations Developed

  • Built a GDPR-compliant, high-intent subscriber database from scratch using targeted lead ads and centralized CRM management.

  • Created automated email journeys and educational content across all four brands to nurture engagement and brand trust.

  • Optimized database health and performance with A/B testing, dynamic content, and re-engagement/re-qualification flows.

THE RESULTS

The CRM transformation successfully laid a scalable, performance-driven foundation for L’Oréal’s dermatological brands in Greece:

PERFORMANCE METRICS

+%

Growth in the active, GDPR-compliant email database

+%

Email open rate

+%

Click-through rate

+%

Click to Open rate

The collaboration between MEDIACUBE and L’Oréal combined strategic expertise with flawless execution, building a future-ready CRM from the ground up. This close partnership delivered exceptional results, including significant database growth and record engagement rates, setting a new benchmark for brand-driven digital marketing in Greece.

ABOUT L’Oréal

Founded in 1909, L’Oréal is the world’s leading beauty company, present in over 150 countries. Its Dermatological Beauty Division includes Vichy, La Roche-Posay, CeraVe and SkinCeuticals, brands trusted by dermatologists and consumers alike. In Greece, where retail data remains decentralized, L’Oréal has embraced CRM-led brand building to connect directly with skincare-conscious audiences and pave the way for meaningful, long-term engagement.