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Testing products is a quintessential element of the beauty buying experience. There’s a reason the shelves at Sephora are lined with tester tubes, after all. But up until recently, the bulk of that trying-out experience has occurred in person, in brick and mortar retail locations.
L’Oréal wants to change that. The beauty giant, which owns a slew of cosmetic, skin and haircare brands, ranging from luxury lines like Kiehl’s and Urban Decay to drugstore mainstays like Maybelline and Garnier, has been investing in a digital transformation that will take the in-person experience and bring it online.
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