L’Oréal to buy personal data of beauty consumers of US department store chain Bon-Ton
L’Oréal is keen to get to know its US clientèle better. According to Reuters, the US subsidiary of the world cosmetics giant will acquire the personal data of the beauty customers of US department store chain The Bon-Ton Stores Inc, which went into receivership last February.
In July, when the intellectual property assets of Bon-Ton were auctioned, L’Oréal was the highest bidder for the department store's customer data. After the green light by the Bankruptcy Court of the state of Delaware, L’Oréal will pay $313,000 (€270,000) for the list and e-mail addresses of the customers who bought beauty products on Bon-Ton’s e-store or at the chain’s 256 physical stores. L’Oréal said that acquiring the list will enable it to stay in touch with former Bon-Ton customers who no longer have access to its brands, notably Lancôme, and also to tap new customers interested in beauty products.
North America is L’Oréal’s second largest market in terms of revenue, behind Western Europe. In the first half of 2018, L’Oréal’s North American sales were worth €3.56 billion, up 3% in like-for-like terms.
In the last few years, L’Oréal has also carried out a spate of acquisitions in the USA, from make-up specialists Urban Decay and NYX, to the recent purchase of IT Cosmetics for $1.2 billion, to haircare brand Pulp Riot. In January 2017, the French group also added Canadian company Valeant to its portfolio, spending $1.3 billion for the company which owns the CeraVe, AcneFree and Ambi skincare brands, all of them well-established in the USA.
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