PARIS – Ingenuity, THG plc’s commerce division, has signed a take care of L’Oréal to administer direct-to-consumer businesses of two of the French group’s luxury brands, Shu Uemura Art of Beauty and Biotherm, in North America.

Financial terms of the agreement weren’t disclosed.

“L’Oréal will profit from core platform features built for the sweetness consumer, including sampling, loyalty and subscriptions,” THG said in a press release released Wednesday.

The launch is anticipated to be complete this yr.

“Ingenuity’s mission is to supply a simplified solution to assist brands deliver their online ambitions in an accelerated and cost-effective way,” said Vivek Ganotra, chief executive officer of Ingenuity, within the statement. “Ingenuity’s complete commerce solution, which incorporates cutting-edge ecommerce technology, efficient operational abilities, and effective marketing solutions, stands as a genuinely unique offering.”

“L’Oréal international distribution’s mission is to construct brands within the North America zone in an agile and efficient way, leveraging the expertise and manpower of external partners to amplify the acceleration of our portfolio’s brands,” said Annie Gregoire, general manager of L’Oréal international distribution in North America.

“This partnership with Ingenuity is the proper example of that mission coming to life inside a d-to-c environment as we can be benefiting from their fully integrated services and their personalised, consumer-centric e-commerce expertise,” she said.

THG, formerly often called The Hut Group, owns online retailers similar to Cult Beauty and Look Unbelievable, and sweetness brands similar to Perricone MD and Espa.