L’Oréal Evolves From ‘Selling’ to ‘Serving’

“We’re moving beyond always be ‘selling’ to instead, always be ‘serving.'” Gretchen Saegh-Fleming, chief marketing officer of L’Oréal USA, spoke about the company’s evolving approach to business in the face of a new beauty consumer with a more diverse range of needs and desires than ever — or, as Saegh-Fleming put it, an “infinite amount.” As the definition of beauty shifts beyond “the traditional Western standard,” L’Oréal has had to shift its 110-year-old self to appeal to “the new codes of beauty and identity” set forth by younger consumer generations who value individuality, embrace natural traits and are more likely to see gender as fluid. They also want to align with companies that share their personal values. “For these young people, diversity is more than a demographic data point — it is a value system and a rallying cry,” said Saegh-Fleming. “For us as brands to truly resonate with the new beauty consumer, this same value system has to be very sincerely and deeply integrated into our value system and culture, who we are as brands.” Being in the beauty business is no longer about selling as much product as possible, she pointed out — rather, it’s about serving a diverse consumer set with

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