L’Oréal Professionnel #MyExpert

L’Oreal Professionnel Canada

The Client

L’Oréal is a world leader in the haircare & cosmetics industry. The group’s mission is to provide the best in beauty innovation to people around the world.

The Mandate

L’Oréal Professionnel wanted to launch an engaging bilingual contest to promote their new line of SerieExpert products. Contestants could win a year of free hair care products from the new line.

Similar to our work with Kérastase, L’Oréal Professionnel wanted to create an experience where contestants would reflect on their hair care needs to get custom product recommendations, and where they could find nearby salons that sold the new line.

L’Oréal Professionnel’s goal was to introduce the new line and improve the data around their customer base by acquiring insights on their clients’ hair care needs. Information collected was captured in their CRM for better direct marketing campaigns with personalized recommendations.

Making Mad-libs

We worked with the L’Oreal Professionnel team to develop experiential copy for the contest pages to address both the tone of the brand and an engaging self-reflective user experience.

To put the user in a better position to see themselves buying the products; we developed a self reflective ‘mad-lib’ style, multi-step diagnostic quiz, where each step asked contestants for information about their hair type, style and care habits. This style of self-reflective campaigning would lead to a higher conversion rate.

Parsing Products

Taking the results from the quiz, we parsed answers submitted through a matrix to present custom product recommendations from the new line.

The results page included a recap of the contestant’s answers, the recommended products, and nearby salons where they could purchase them according to their postal code.

Delivering Results

The bilingual, mobile-responsive landing page was developed to track activity based on language, location, demographics, and more using Google Tag Manager & Analytics. All entries were tracked and reported back to the L’Oreal Professionnel team using easy-to-read & visualized dashboards.

The Results

The #MyExpert campaign was presented at an on-premise hair care event, and attendees flocked to test out the quiz.

Due to this success, L’Oreal Professionnel introduced the quiz to affiliated salons, where owners presented the quiz to clients waiting for their appointment on a tablet. This introduced the new product line to customers at the salon, and owners were able to sell the products directly.

The landing page and quiz saw an incredible 69% conversion rate over the course of the campaign.

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