L'Oreal Paris Revamps Digital Presence
L'Oreal Paris introduces a new way to experience beauty with the official re-launch of LOrealParisUSA.com, which includes an exclusive, first-to-market content production and syndication partnership with AOL.
With the help of digital agency, R/GA, LOrealParisUSA.com will be a beauty site that will be responsively designed for all devices – meaning users are expected to experience a uniform, easy-to-navigate site whether they log on from their desktop, mobile phone or tablet. The site transitions and reformats to provide users with a premium on-the-go experience, no matter when, where or how they choose to engage. Furthermore, the site will adapt to any future device, meaning the brand and its customers should never fall behind.
"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 LOrealParisUSA.com," 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."
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 teamed up with AOL to ensure LOrealParisUSA.com 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'Oreal Paris-driven articles, how-to videos and slideshows.