L’Oreal Paris wants to keep you looking gorgeous with tips and products from beauty experts on an online site recently re-launched in partnership with AOL. OrealParisUSA.com is the first major beauty site to be responsively designed for all devices, enabling users to easily navigate 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 personalized, comprehensive service shares tips and products designed to match the profile of each user. 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 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.”
Barry Wacksman, EVP, Chief Growth Officer at R/GA, the digital agency behind the site’s re-launch, explains, “The new LOrealParisUSA.com 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.”
Discover your inner beauty
Once on the site you can check out topics such “My Beauty Picks,” which offers up-to-date editorial coverage, “Beauty Library”, for advice from the world’s leading beauty pros, or “Genius Tools and Consultations” to get news, inspiration and expertise.
My Beauty Picks
This helps you to identify the right products, regimens and looks based on your individual characteristics. Instead of a complicated survey, the new site offers a highly-visual dashboard that allows users to enter personal information effortlessly. If you feels glamorous one day but adventurous the next, you can easily change your style preference to receive updated product picks and information. The site 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.
This offers informative articles and engaging videos that can be filtered by category, and allow you 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’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.
“We’re thrilled to partner with such an iconic brand like L’Oreal 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 includingStyleList.com.”
Genius Tools and Consultations
The online consultation suite features expert advice from L’Oreal 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 section of the site also includes diagnostic tools for picking the right skincare regimen or perfect shade of hair color.