L’Oreal enters the mobile age with new CRM solution


- Last updated on GMT

L’Oreal Active Cosmetics has increased its strategic flexibility by investing in a new CRM system which will allow it to improve relations with customers.

MI Touch, a tablet-based system, will allow salespeople to quickly and easily provide information about a product to potential customers.

This cloud-functioning system will allow them to “maximize the medical detailing performance” ​of its brand La Roche-Posay by immediately giving users access with its highly flexible system architecture.

It will also increase the mobility of L’Oreal’s sellers, thus allowing them to work more efficiently in the field.

 Claire Sentenac, international medical communication director for the brand, commented: “MI Touch seamlessly aligned with our unique dermocosmetic brand and diverse client base throughout our European presence.”

“Having partnered in the past, we are assured that Cegedim’s proven expertise will support our continued growth in the future.”

A more flexible strategy

The new system will allow La Roch-Posay to adjust its strategy very rapidly in order to target the needs of particular groups such as dermatologists, pediatricians, and aesthetic doctors.

It provides a source of customer-based feedback, as well as being able to deliver targeted messages and enable personalized interactions with those buying the products.

It will also allow the company’s end users to utilize tablet-based functionalities in order to “facilitate better engagement outcomes with customers and targets”​- in other words, they can use the tablet’s features to more efficiently influence customers.

Finding the KOLs

An important feature of the new software is that it allows users to find the KOL- or key opinion leaders- who are likely to drive trends on social media.

This will allow L’Oreal Active to discover influential figures to target with their advertising.

MI Touch also automatically integrates with other applications on a tablet, such as Windows 8.


Laurent Labrune, CEO of Cegedim Relationship Management, commented: MI Touch’s governance capabilities and commercial user specific modules provide La Roche-Posay with the advantage needed to consistently achieve their dynamic business goals.”

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