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L'Oréal | Content Engine
Role
AD - Art Direction, Copywriting, Presentation Design
Client
L'Oréal
Agency
Be Grizzlee (Omnicom Content Studios)
The Brief
New business proposal for L'Oréal's makeup.com + skincare.com content engine development.
Founded in innovation, international beauty corporation L'Oréal may be a 115-year-old brand, but it eagerly embraces advances in technology to shape the future of beauty. Their Chief Digital + Marketing Officer sought a way to increase engagement and help two underused platforms lean into social-first thinking to connect with new, younger, "skinfluencer"-following audiences.
The Solve
We wanted to evolve their content to be more ownable, relevant, responsive, and insightful. By optimizing website and social strategy to record insights—we could run test/learn trials to see which content resonated most deeply with its intended audience. To kick off the engagement boost, we planned to launch a brand/site redesign to rebuild engagement pillars from the ground up.
Through focused and intentional messaging, native content prioritization, optimized processes, and data insights—we could build on L'Oréal's brand reputation to lock in more deeply-engaged audience interactions.
We created mockups of what makeup.com and skincare.com could look like with a streamlined and cultural rebrand, and we separated the heavy lift into 3 digestible Crawl/Walk/Run stages to demonstrate timelines and frameworks of the full scope.
Team
Director of Strategy: Theo Arhio
Executive Director Global Growth: Liz Pavitt
Sr. Strategy Directors: Naakie Nartey, Samantha Freeman
ACD: Augusta Dayton
Art Director: Amanda Tricomi
Sr. Project Manager: Krissy Derossi
Presentation Designer: Nicolas Echeverria
