L’Oréal has relaunched LOrealParisUSA.com, which includes an exclusive, first-to-market content production and syndication partnership with AOL, the beauty company announced today. A full year in the making, L’Oréal contends LOrealParisUSA.com is the first major beauty site to be responsively designed for all devices, allowing users to experience a uniform, easy-to-navigate site whether they log on from their desktop, mobile phone or tablet.
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.
The revamped L’Oréal Paris USA consumer website has a new mobile component.
At the heart of LOrealParisUSA.com is My Beauty Picks, a service that offers tailored product suggestions. Instead of a complicated survey, the new site offers a dashboard that allows users to enter personal information. LOrealParisUSA.com 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. The exclusive partnership with AOL includes content creation and syndication on AOL StyleList’s “Beauty Bar.”
The online consultation suite features expert advice from L’Oréal 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 skin care regimen or the perfect shade of hair color.