L’Oréal Paris
As the lead for the Global Digital AOR relationship, I oversaw teams of designers, UX designers, copywriters and producers, in both Paris and New York, for the global redesign of l’Oréal Paris website and the creation of innovative services and experiences.
Challenge
Redefine the Role of a .com for a leading beauty brand
L'Oréal Paris needed to renew its appeal to the audience of today, and get ready for tomorrow. Given the competitive set, a young audience, and sales happening mostly through retailers, the brand was seeking to tangibly re-establish its worth, demonstrate its scientific expertise and leadership.
Strategic Approach
What are they searching for?
Using trends in terms and query data to more deeply understand beauty lovers, we discovered that most beauty searches boil down to seven key questions:
What’s new and now?
What product do I buy?
Is it for me?
How do I do it?
Show me an example?
How do I buy?
What else should I use?
Our strategy became to design lorealparis.com to seamlessly address those needs and make an experience that didn’t just say that beauty lovers were worth it, but acted like they were.
Solution
Redefine the .com as a Digital Beauty Coach
A new mobile-first, highly-visual and data-informed experience that features rich stories, unique expertise and engaging services to give our audiences everything they need at their fingertips with the goal of becoming their favorite beauty coach.
Watch Introduction Video
Innovative New Services
L’Oréal Paris Skin Genius, is a skin analysis tool powered by Artificial Intelligence technology that analyzes your skin's specific needs and helps create a more personalized skincare routine. Paired with over 20 years of skin research at L’Oréal, Skin Genius is developed using a database of more than 10,000 clinically graded images. We created the entire front-end experience from UX to Design.
Immersive Experiences
While the product pages and partner retailer pages offer everything you need to know about a product, we saw an opportunity to create engaging immersive pages for hero products and franchises that truly highlight the l’Oréal scientific expertise and leadership.
A true collaboration
Collaborative Workshops
From a weeklong onboarding session to regular workshops to define and design key features.
Co-location
All teams are co-located at L’Oréal Paris offices when needed in the process.
Adapt process to the organization
An adapted Agile methodology that takes into consideration the complex internal approval process and gives markets transparency with features rollout planning, while avoiding costly rework.
Adaptive Staffing
Dedicated core design team with the ability to bring in specific resources based on specific needs (Strategy, Tech, SEO, etc.)
Flexibility, Efficiency and Adaptability
We worked with Atomic Design methodology and established a design system that allowed all External team and Markets to create new templates quickly and ensure total consistency
The team has established a unique creative and user experience vision for loreal-paris.com and, thanks to a new model of collaboration and colocation we established together, the quality of the product delivered constantly surpasses expectations.”
— Hakim Benhamor, Global Product Lead
Creative Team
Creative Director: Kiem Vu
Senior Art Director: Simon Loizeau
Copywriter: Mara Miculescu
Designers: Sarah Norssken, Aline Davion
UX Designers: Chlovis Lobre, Flavio Ensiki
Motion Designers: Victor Berbesson, Grace Sheu, Johwee Wang
Senior Product Manager: Romain Goutte
Agency: iCrossing