Case Study: L'Oréal Luxe achieves 41% ROAS improvement with SegmentStream

L'Oréal Luxe drives sales growth for D2C website by optimizing Marketing Mix

L'Oréal Luxe, a global e-commerce division of the beauty company, faced challenges with marketing attribution for its D2C website due to customers' complex, multi-device journeys. This made it difficult to measure the true impact of upper-funnel campaigns, optimize their marketing mix, and improve media team agility. To overcome this, they partnered with SegmentStream to implement its Marketing Mix Optimization platform, which leverages AI and machine learning.

The solution from SegmentStream provided accurate insights into the incremental value of each marketing channel, revealing that prospecting campaigns on Facebook were significantly undervalued. By reallocating their budget based on these insights, L'Oréal Luxe achieved a 41% improvement in ROAS, an 8% increase in purchases, and a 28% reduction in CPA, while also freeing up their team's time for more strategic work.

L'Oréal Luxe

Erendira Garibay

Digital Director