To support this ambition, the company sought to implement a unified Search Intelligence strategy within its Consumer Products Division (CPD), enabling greater synergy among its brands while aligning global business objectives with local market demands.
The core challenge was to optimise each brand’s digital presence, minimise internal competition, and establish a stronger, more effective search positioning in strategically relevant territories.
Context & Challenges
L’Oréal Italy manages a portfolio of highly recognised brands, including Garnier, L’Oréal Paris, and Maybelline New York—each with its own digital strategy. However, in an ever-evolving landscape shaped by increasingly sophisticated search algorithms, the need for a more integrated and efficient Search Intelligence strategy across brands and markets became apparent.
The key challenges
- Inconsistent strategies across brands: each brand operated with its own distinct approach, making it difficult to implement a centralised and optimised governance model.
- Overlap in search territories: internal competition among brands risked cannibalisation and fragmented growth opportunities within key categories and strategic areas.
- Defining an innovative competitive KPI: L’Oréal Italia aimed to introduce a key performance indicator capable of accurately measuring digital competitiveness against major market players.
The objective was to adopt a strategic, data-driven approach that could unlock synergies across brands and optimise digital visibility through a new KPI: Share of Search—a metric designed to measure a brand’s visibility in search engines relative to its competitors, providing actionable insights to refine growth strategies.
Navla’s Approach
To help L’Oréal Italy optimise its digital presence and increase its Share of Search, Navla designed a data-driven strategy that combined a global vision with a flexible, localised approach tailored to the unique characteristics of each brand and market.
The solution focused on three core pillars
- Strategic Framework and Semantic Optimisation
Navla developed a governance model aligning the CPD Division’s global business priorities with local market strategies. This was paired with an in-depth analysis and reorganisation of over 20,000 keywords to reduce brand cannibalisation and maximise visibility across key strategic territories. - AI-powered Search Intelligence and Content Gap Analysis
Advanced AI tools were implemented to monitor Share of Search in real time, alongside a comprehensive content gap analysis to identify opportunities for strengthening organic visibility in high-priority markets. - Continuous Optimisation
Performance was tracked on an ongoing basis, enabling strategic fine-tuning and agile response to shifts in the competitive landscape.
This integrated approach enabled L’Oréal Italy to reinforce its digital competitiveness, improve organic search rankings, and enhance brand value in an increasingly dynamic market.
The Impact for L’Oréal
Through its collaboration with Navla, L’Oréal Italy achieved significant improvements in digital visibility compared to key competitors. Notable results include:
Overall Growth in Share of Search (June-December 2024)
Enhanced Brand and Category Visibility (June-December 2024)
This transformation enabled L’Oréal Italy’s Consumer Products Division to strengthen its governance over Search Intelligence, ensuring a more coherent and synergistic strategy across brands and markets. As a result, the company was able to consolidate its competitive edge and optimise efforts with a clear focus on business impact.
The data-driven approach, later extended to other divisions within L’Oréal Italy, made decision-making more agile and informed—allowing the organisation to anticipate market shifts and proactively adjust its strategies.
By combining artificial intelligence, advanced analytics, and a structured strategic framework, Navla equipped L’Oréal Italy with the tools to build a more effective, high-performing, and scalable digital presence across key markets.
