L’Oréal is focusing its digital efforts on voice search, as it admits augmented reality has not “ramped up” as much as it anticipated and that it struggles to measure ROI on some of its digital activity.

The company has been on a journey to accelerate digital transformation over the last five years, after it recognised it needed to do more to keep up. Two years ago it appointed its first chief digital officer for the group, with Lubomira Rochet in charge of leading that shift.

In the UK, the man in charge of its digital operations is Nick Buckley, who started as group digital director almost two years ago. His role includes everything from the company’s social and search strategy to customer relationship management.

Buckley claims the business is certainly “not behind” when it comes to digital innovation, but that it simply wants to do “even better”. “I can’t tell you how much buzz and momentum there is behind digital at large within the company,” he tells Marketing Week.

One area of particular focus is search. While L’Oréal has previously focused on making its brands more visible through natural search, Buckley says it is now excited about the opportunity of voice search. L’Oréal estimates that 20% of total search will be done vocally in the next 18 months.

“It’s about the implications of Amazon’s Alexa and Apple’s Siri and how consumers can learn more about our brands and their stories. We believe there’s an interesting opportunity with Amazon’s Alexa, in terms of how…