Source: Cosmetics Business
Summary
L’Oréal has identified the “11-minute paradox” as a challenge in the consumer’s journey. According to the company, this refers to the average time spent by consumers researching and purchasing beauty products online, which can be overwhelming due to the vast amount of information available. L’Oréal aims to solve this paradox through a new approach.
Our Reading
The look feels familiar.
L’Oréal’s attempt to streamline the consumer’s journey echoes past efforts by beauty companies to simplify online shopping experiences. The idea of an “11-minute paradox” sounds like a marketing concept. The paradox itself is not new, but the timing of L’Oréal’s solution is noteworthy. The company’s approach will likely be watched closely by competitors.
The 11-minute paradox is just a new name for an old problem.
