L'Oréal will increase its spend on ad inventory from Amazon's advertising business to help it identify customer trends among the 38% of total beauty searches that begin on Amazon, said L'Oréal UK's digital director, Nick Buckley. Although the increase still means less than 10% of L'Oréal's search budget is allocated to Amazon search ads, the cosmetics company will spend more on the platform as the volume of customer searches increases. But rather than see the shift in search queries as a way to drive sales, the cosmetics giant wants to turn the online behemoth into a richer source of inspiration, such as identifying customer trends. The move comes after a year in which Google has been ramping up efforts to improve how consumers use its online shopping service.
L'Oréal will increase its spend on ad inventory from Amazon's advertising business to help it identify customer trends among the 38% of total beauty searches that begin on Amazon, said L'Oréal UK's digital director, Nick Buckley. Although the increase still means less than 10% of L'Oréal's search budget is allocated to Amazon search ads, the cosmetics company will spend more on the platform as the volume of customer searches increases. The move comes after a year in which Google has been ramping up efforts to improve how consumers use its online shopping service.