L’Oréal Luxe Digital AOR
Defining long-term digital strategy for the L’Oréal Luxe portfolio of brands.
Solution
There’s been a shift in the beauty marketplace of eRetailers cannibalizing market share, resulting in traditional beauty players having to rethink their offerings to compete. The L’Oreal Luxe portfolio needed to overhaul the role of their owned branded sites and at-counter retail experiences to take back that market share.
The L’Oréal Luxe portfolio of brands includes Lancôme, Kiehl’s, Urban Decay, Ralph Lauren Fragrances, YSL Beauté and Giorgio Armani Beauty. As Digital AOR for L’Oréal Luxe, we partner with each of these brands to drive targeted and brand specific ecommerce growth and innovation in product design at counter.
Over the last year, we’ve used data and usability testing to optimize the mobile and desktop ecommerce experiences for Kiehl’s and Urban Decay.
When YSL and Armani needed to standout from competitors in a crowded Friends and Family season, we redefined the outdated promotional model with an invite-only experience that stayed true to the brands’ high-fashion roots.
We also innovated with product design to create more personalized shopping experiences including the launch of Lancôme’s Le Teint Particulier, an industry-changing technology that scans consumer’s skin tones to create the perfect foundation, blended at-counter.
Results
We elevated the individual brand perception and performance while creating efficiencies across the organization including:
- An immediate +7% in net sales, +24% in U.S. session and +74% in new buyers to the mobile site for Kiehl’s
- The biggest sale day ever for YSL, and its highest month of revenue to date, outperforming its second highest month by 39%
- The second biggest sales day and first million-dollar month ever in the history of Armani’s site
- +26.8% in average order value on Urban Decay’s site
- A user interface that empowers Lancôme to deliver the most sophisticated and unique service in cosmetics
