Making beauty work: The logistics behind the look

By Kamran Iqbal, Commerce Strategist; Max Alexander, SVP, Global Sector Development; Agnès Rougé, VP, Strategic Account Management – Beauty; and Christophe Pecoraro, Area VP, Europe

In the dazzling world of beauty, where products shine on shelves and dominate social feeds, it’s easy to overlook the intricate logistics behind every flawlessly delivered item. At the Beauty Leaders Summit in Paris, industry leaders gathered to explore the trends and challenges shaping this ever-evolving sector. Here, the GXO team shares their perspectives on the conversations all of which underscored that logistics is more than moving products — it’s about creating unforgettable experiences and fostering deep connections between brands and their customers.

“Logistics is the unsung hero of the beauty industry, quietly ensuring every product journey is seamless and every customer interaction is memorable.”

Max Alexander, SVP, Global Sector Development, GXO

Personalization at scale

One of the summit’s highlights was the presentation by Franck Besnard, General Manager of Estée Lauder Companies France, titled “How an International Beauty Group Like Estée Lauder Adapts to New Consumer Trends.” Franck shared insights on how the company is navigating shifts in consumer preferences, with a focus on sustainability and societal commitment. He outlined the innovative practices being integrated into the French business model, emphasizing the importance of staying competitive by embracing new consumer behaviors and optimizing product offerings to meet current and future demands.

Personalization has become a cornerstone of the beauty industry. Today’s beauty consumers expect their favorite brands to deliver tailored products that reflect their unique needs and preferences. Custom beauty kits, engraved packaging, or even personalized gift sets are no longer just nice-to-have extras — they are essential to staying competitive.

To bring this vision to life, GXO’s facilities support high-touch services like kitting and branded gift wrapping, ensuring every order tells a story. These operations meet customer expectations while helping beauty brands cultivate lasting emotional connections.

“Personalization isn’t just a trend; it’s a way for brands to connect emotionally with their customers. Our role is to ensure those unique moments happen flawlessly.”

Kamran Iqbal, Commerce Strategist, GXO

Sustainability in the beauty supply chain

A standout session at the summit was the panel debate, “Shaping the New Era of Sustainable Perfumery & Beauty,” moderated by Michal Benmayor, Head of Perfumery Innovation & Sustainability at DSM-Firmenich. Esteemed panelists from Diptyque, LVMH, and Rituals shared insights into integrating sustainability into the Beauty industry. They highlighted how 73% of global consumers are increasingly committed to eco-friendly practices, making sustainability a core element of brand development and consumer engagement.

For logistics providers, sustainability means finding innovative ways to reduce carbon footprints and minimize waste. At GXO, this includes:

• Optimizing delivery routes to lower emissions
• Employing climate-controlled facilities to protect products with minimal energy use
• Partnering with brands to design eco-friendly packaging solutions

These steps not only help the planet but also resonate with eco-conscious consumers who demand accountability from the brands they support.

“Sustainability is not just a responsibility; it’s an opportunity to build trust with consumers. By embedding green practices into logistics, we’re helping beauty brands lead the change.”

Christophe Pecoraro, Area VP, Europe, GXO

Seamless experiences

The session by Hanane Chedani, Brand Director at Sanoflore, “How Can We Strategically Combine Digital Innovation and In-Store Experiences for Optimal Results?” explored the challenges of balancing ecommerce and in-store interactions. She emphasized the strategic necessity of navigating the growing online market while retaining the shop floor’s timeless importance. The clever application of Point of Purchase (POP) displays was also highlighted as a critical factor in enhancing customer satisfaction and loyalty.

As consumers expect seamless, omnichannel experiences, logistics providers must adapt with speed and agility. For instance, during peak seasons, beauty brands must scale operations to handle surges in demand while maintaining accuracy and efficiency. GXO leverages technologies de pointe and data-driven planning to ensure every product arrives on time, regardless of the channel.

“At GXO, we don’t just move beauty products; we create moments. Every package we handle represents a promise to your customers, and we’re proud to help beauty brands deliver on that promise.”

Agnès Rougé, VP, Strategic Account Management – Beauty, GXO