Leveling up loyalty programs

L’Oreal Professionnel Canada

The Client

L’Oréal is a world leader in all things beauty: makeup, cosmetics, hair care, perfume, and more, represented in 130 countries on five continents. The group’s mission is to provide the best in cosmetics innovation to people around the world.

The Mandate

L’Oréal Canada was launching new B2B loyalty programs in Canada, based on an existing framework in the US. Significant differences between the Canadian and US markets required a regionally specific approach.

Each sub-brands (L’Oréal Professional Paris, Redken and Matrix) program required their own specific user experience, branding, and look & feel.

Their business goal was to create loyalty platforms for L’Oreal’s leading hair care sub-brands that provided great experiences for salon owners, while capitalizing on cost efficiencies by launching the three different programs based on the same core functionality.

Analyzing the Requirements

To identify key data points, business logic and analyze the existing US systems to be integrated on the Canadian platforms, we collaborated with L’Oréal Canada and other 3rd-parties to draft the site map for one of the websites, to be adapted to the remaining 2 brands.

Architecting the Framework

We needed to define a master UX for the new sites, using the existing US framework to maximize efficiency. We worked with brand managers and L’Oréal’s developer, OSF to develop a flow that would accommodate the requirements for all 3 Canadian programs.

In total, we developed 300+ wireframes for web & email, user flows to document the functionality & use cases.

274 Website & Email Wireframes

274 Website & Email Wireframes

611 Website & Email Design Layouts

611 Website & Email Design Layouts

36 Copydecks

36 Copydecks

Styling the Brands

Each brand had existing general guidelines, but required brand extensions for their loyalty programs. We worked with designer, Christine Teixeira to produce working concepts and mood-boards, from which each team chose one to develop & finalize as their program brand.

Upon approval of each program’s brand, we produced comprehensive brand guidelines, and designed responsive web & email templates for each brand using our UX framework.

One Deck to Rule Them All

While working on this project, we were mandated a second time to create English & French content for the website & emails of each brand, using the same efficiency strategy we used to create the sites.

Basing content on the US platform, we developed a master copy deck to be applied to each brand, with iterations that reflect each brand’s naming conventions & tone.

  • Third Wunder helped us with the branding, UX, design and copy creation for the launch of our 3 loyalty websites for L'Oréal. They have been a strong partner supporting us on this key project and they have always been able to respect our tight deadlines.

    It was a really complex project and Third Wunder always gave us the right recommendations by making sure we deliver the best online experience possible on our platforms.

    - Digital & Transformation Manager , L’Oréal Professionnel
  • Christina-Sluyter - LOreal

    I doubted I'd be able to find an agency that could pull off such a big development project in only two weeks, but together YOU made it happen for us and we’re so appreciative.

    - Interactive Marketing Specialist , L’Oréal Professionnel

The Result

In collaboration with various parties such as 500Friends, OSF, SAP, and Salesforce, we achieved L’Oréal’s overarching business goals by reducing the overall cost and time required to deliver 3 separate projects by 50% in creating a methodology that addressed each brand’s program within the bigger picture context.

Work With Us

Are you ready to grow your business with us? Get in touch and we’ll grab a coffee to discuss your needs. Let’s see what kind of magic we can make together!