Beauty giant @Loreal made a deal with @PowaTechLtd to tag any of its advertising, promotions, or in-store materials with 2-D barcodes for instant e-commerce purchases. Consumers can scan these 2-D barcodes with an app to order featured products quickly. L’Oreal is the first giant beauty player that is attempting to add a direct-response sales elements to all of its advertising (both online and offline). This move is supposed to “merge the online and offline worlds of its customers and make mobile shopping easier.” L’Oreal is focusing more on e-commerce, because it has been one of the fastest-growing channels for the business. - Link