L'Oreal Paris Breaks the Digital Beauty Mold With Website Re-Launch
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by BWW News Desk
L'Oreal Paris, the leading global beauty brand, introduced an unprecedented 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.
A full year in the making, LOrealParisUSA.com 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 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 newLOrealParisUSA.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."
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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 including StyleList.com."
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