L'Oreal Paris Breaks the Digital Beauty Mold With Website Re-Launch

February 26
9:46 2013
L'Oreal Paris Breaks the Digital Beauty Mold With Website Re-Launch

L'Oreal Paris, the leading global beauty brand, introduced an unprecedented way to experience beauty with the official re-launch of, which includes an exclusive, first-to-market content production and syndication partnership with AOL.

A full year in the making, is the first major beauty site to be responsively designed for alldevices 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, instantly 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, meaning the brand and its customers will never fall behind.

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 "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'Oreal 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," says Karen T. Fondu, President of L'Oreal 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."

Barry Wacksman, EVP, Chief Growth Officer at R/GA, the digital agency behind the site's re-launch, explains, "The was created using responsive design, so that no matter how users access the site, they will experience the same beautiful content." He continues, "The launch represents an extensive collaboration between L'Oreal Paris and R/GA, and by using the latest technologies to customize and optimize user experiences, we've built a best-in-class, device-friendly resource that adapts to fit every woman's preferences and needs."

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

Programmed to recognize and respond to all types of beauty preferences, 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. 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.

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