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L'Oréal Seeks Greater Consumer Interactivity with New Website

Posted: February 26, 2013

L'Oréal Paris introduced an exciting new way to experience beauty with the official relaunch of its website, which includes an exclusive content production and syndication partnership with AOL.

A full year in the making, the website was responsively designed for all devices, meaning users will experience a uniform, easy-to-navigate site whether they log on from their desktop, mobile phone or tablet. The site seamlessly transitions, reformatting to provide users with a premium on-the-go experience, no matter when, where or how they choose to engage. Furthermore, the site will dynamically adapt to any future device.

The site is a comprehensive service designed to deliver an ever-evolving level of personalization for each user and help her find her signature beauty looks. It shares product and content recommendations based on stated characteristics, individual preferences and observed behavior. The site also “remembers" this information, ultimately following each registered user's journey across devices. For example, if a user selects "green eyes" from her desktop computer, the site will suggest complementary cosmetic products and educational content on her phone while she's in the drugstore aisle.

"L’Oréal Paris' mission, as the leader in beauty product innovation, is to help women become their most confident and beautiful. Today we are applying the same expertise to our digital presence with the debut of the new LOrealParisUSA.com," says Karen T. Fondu, president of L’Oréal Paris USA. "We know the way women shop and live is changing rapidly everyday so we created the ultimate digital beauty experience that seamlessly adapts to her needs. This is the first-ever personalized, totally responsive site that will revolutionize the way women experience beauty and help them become their own beauty expert."

In an age when beauty is increasingly about individuality, L’Oréal Paris brings users a fully-customizable online experience. At the heart of the website is a service that offers tailored product suggestions (My Beauty Picks), fresh editorial content (Beauty Library) and advice from leading beauty pros (Tools and Consultations). It is a source for news, inspiration and expertise.

Programmed to recognize and respond to all types of beauty preferences, the website’s My Beauty Picks helps women identify the right products, regimens and looks for them based on their individual characteristics and current style inclinations. Instead of a complicated survey, the new site offers a highly visual dashboard that allows users to enter personal information effortlessly. If a user feels glamorous one day but adventurous the next, she can easily change her style preference to receive updated product picks and information. The website even registers the current weather forecast and shares product suggestions and expert tips for fighting frizz on a rainy day or preventing a makeup meltdown in the heat.

The Beauty Library is an extensive resource for beauty trends and how-tos. With a large collection of articles and engaging videos that can be filtered by category, the Beauty Library allows women to explore products and research trends that inspire them. It features richly vibrant imagery and up-to-date content to read like a high-end online magazine.

L’Oréal Paris teamed up with AOL to ensure the website is providing up-to-the minute, trend-focused beauty editorial. This exclusive partnership includes content creation and syndication on AOL StyleList's Beauty Bar, a dedicated section of the site that will include L’Oréal Paris-driven articles, how-to videos and slideshows. "We're thrilled to partner with such an iconic brand like L’Oréal Paris and are excited to help re-launch their site by providing high-quality content that will deliver personalized beauty tips, advice and more," says Brad Elders, SVP, East Coast sales, AOL. "As the brand company, AOL is in the business of creating unique and tailored content for our clients. That, coupled with the power of our network, not only allows us the ability to create, but to also syndicate that content across our network on sites including StyleList.com."

Additionally, the online consultation suite features expert advice from L’Oréal Paris' roster of consulting beauty pros, including makeup artist Billy B., hair stylist Johnny Lavoy, dermatologist Dr. Gervaise Gerstner, nail expert Tom Bachik and hair colorist Christophe Robin. This Tools and Consultations section of the site also includes diagnostic tools for picking the right skincare regimen or perfect shade of hair color.