L'Oréal renews partnership with Navla (Datrix) in Italy
L'Oréal has renewed its Italian partnership with Navla, confirming a three-year extension of their collaboration in online research and digital intelligence, the Datrix subsidiary announced on Wednesday.
Under the terms of the agreement, the contract initiated in 2019 is set to evolve into an integrated ecosystem designed to drive the cosmetics group's digital competitiveness. The focus will shift toward generative AI, Large Language Models (LLMs), and Generative Engine Optimization (GEO).
Transformation of purchasing behavior
This renewal comes as online behavior has undergone a profound shift in recent years. Decision-making processes no longer rely on a single platform, such as Google, but on a fragmented array of sources including search engines, video content, user reviews, social media, and AI-generated responses.
Navla stated that it intends to support L'Oréal Italia in navigating this increasingly complex landscape and interpreting market signals. The objective is to strengthen brand positioning within a search environment that is becoming more diversified, multimodal, and driven by generative AI.
L'Oréal is the world leading cosmetic group. The group offers skincare products (37.2% of net sales), makeup products (19.1%), haircare products (17.5%), fragrances (14.6%), hair colouring products (7.6%) and other (4%). Net sales break down by family of products as follows:
- consumer cosmetics (36.5%): L'Oréal Paris, Garnier, Maybelline New York, NYX Professional Makeup, Essie Niely, Dark and Lovely, Mixa, MG and Carol's Daughter brands;
- luxury cosmetics (35.4%): Lancôme, Kiehl's, Giorgio Armani Beauty, Yves Saint Laurent Beauté, Biotherm, Helena Rubinstein, Shu Uemura, IT Cosmetics, Urban Decay, Ralph Lauren, Mugler, Viktor&Rolf, Valentino, Azzaro, Prada, Takami, A?sop, etc.;
- active cosmetics (16.4%): La Roche-Posay, Vichy, CeraVe, SkinCeuticals, Skinbetter Science, etc.;
- professional products (11.7%): L'Oréal Professionnel, Kérastase, Redken, Matrix and PureOlogy brands.
Products are marketed through mass distribution and distance selling, selective distribution, hair salons and pharmacies.
At the end of 2025, L'Oréal has 37 production sites worldwide.
Net sales are distributed geographically as follows: France (7.3%), Europe (26.5%), North America (26.6%), North Asia (22.9%), Asia/Pacific/Middle East/Africa (9.3%) and Latin America (7.4%).
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