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L’Oréal Luxe Digital AOR

Defining long-term digital strategy for the L’Oréal Luxe portfolio of brands.

How can we strengthen the synergy between L’Oréal Luxe branded sites and digital innovations at retail to take back market share?
  • The YSL and Armani Private Sale Event: Redefined the outdated Friends and Family Model to drive record sales numbers.
  • Ralph Lauren Fragrance: Built an interactive experience to explore scents, editorials and a robust branded fragrance finder, leading to higher engagement and awareness.
  • Redesigned Kiehls.com: Optimized e-commerce experience leading to increased sales and mobile engagement.
  • UrbanDecay.com User Testing: Surfaced issues deterring purchase and addressed them with actionable design solutions.
  • Lancôme’s Custom Makeup Technology: We created an at-counter app design and user experience to help Lancôme beauty advisors guide consumers toward their right foundation formula and shade.
  • Lancôme User Preference Center: We’re partnering with Lancôme to provide strategy and design for a User Preference Center, which will provide product and content recommendations to users based on their unique preferences.
  • Pro.Create: We held a half day hands-on workshop customized for L’Oréal to inspire innovation, insights and strategies around key business priorities.
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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When YSL and Armani needed to standout from competitors in a crowded Friends and Family season, we redefined the outdated promotional model with an invite-only experience that stayed true to the brands’ high-fashion roots.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
Project Status
Live
Related Tags
Branding , Content , Data Strategy , eCommerce , Website

Our team works with a wide array of brands under the L’Oréal Luxe portfolio including: Lancôme, Kiehl’s, Urban Decay, Ralph Lauren Fragrances, YSL Beauté and Giorgio Armani Beauty.

We work to elevate individual brand perception and performance through digital reporting (such as UX design optimizations and industry analysis) as well as provide transversal best practices (including cross-brand recommendations) to create efficiencies across the organization.

Project Status

Live

Related Tags

  • Branding
  • Content
  • Data Strategy
  • eCommerce
  • Website
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