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Case Grand Union L'Oréal Pro (EN - FR)
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Case Grand Union L'Oréal Pro (EN - FR)

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Our approach: …

Our approach:
A new branded website providing an innovative navigation, allied to a strong socialization and items of uniqueness in comparison with the competitors
A unique website dedicated not only to professionals but also to consumers and located in 40 countries. It brings out salons and their community in front of the peers of both professionals and customers
In addition to this, a second private educational website providing services to the hairdressers, and a consistent presence in social networks (facebook, blogs) apreciated by a large majority of hairdressers as an important networking tool.

Published in: Lifestyle, Business, Technology

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  • 1.
  • 2. Challenge:
    • Strengthen the image of L’Oréal Professional as the leading brand on
    “Fashion and Beauty”, “Technology” and “International Leadership” items
    • Strengthen the preference of the consumers for L’Oréal Professional salons
    • 3. Increase the salons’ sales in services and sell out
    Our approach:
    • A new branded website providing an innovative navigation, allied to a strong socialization and items of uniqueness in comparison with the competitors
    • 4. A unique website dedicated not only to professionals but also to consumers and located in 40 countries. It brings out salons and their community in front of the peers of both professionals and customers
    • 5. In addition to this, a second private educational website providing services to the hairdressers, and a consistent presence in social networks (facebook, blogs) apreciated by a large majority of hairdressers as an important networking tool.
  • Website Upgrade
  • 6. Website Upgrade
  • 7. Blog & Page facebook
  • 8. Results
    Results:
    • Both hairdressers (BTC) and consumers (BTB) evaluate L’Oréal’s online services to be significantly better than competitors’ ones
    • 9. Time spent on the website has tripled and frequency of visits has doubled
  • . Strategic Brand & Marketing Consulting
    . Digital Strategy
    . Integrated Advertising
    . @lternative TV, Digital Advertising & Media
    . Social Marketing, Content & Events
    . Performance Based Media - Acquisition
    . eCommerce
    . Relationship Marketing
    . Websites, Platforms & Applications
    . Mobile & Shopper Marketing
    . Consumer Research
    . Analytics, Data & Performance
    . Conversation Tracking & Analysis
  • 10.
  • 11. Enjeux :
    • Renforcer l’image de L’Oréal Professionnel en tant que marque leader
    sur les items « Mode et Beauté », «  Technologie » et « Leadership international »
    • Renforcer la préférence des consommateurs pour les salons L’Oréal Professionnel
    • 12. Augmenter le chiffre d’affaires des salons en services et sell out
    Notre approche :
    • Un nouveau site de marque avec une expérience de navigation innovante, alliée à une forte socialisation, points d’unicité par rapport aux concurrents
    • 13. Un site unique ouvert aux professionnels mais aussi aux consommateurs, qui valorise les salons et leur communauté aux yeux de leurs pairs et de leurs clients
    • 14. En complément de cette plateforme de marque étendue dans 40 pays, un second site privé d’éducation et de services dédié aux coiffeurs, et une présence dans les réseaux sociaux (facebook, blog) lieux de rencontre plébiscité des coiffeurs
  • Refonte du site internet
  • 15. Refonte du site internet
  • 16. Blog & Page facebook
  • 17. Résultats
    Résultats :
    • Evaluation significativement supérieure à la concurrence par les coiffeurs (B2B) et les consommateurs (B2C)
    • 18. Temps passé sur le site X3 et fréquence de visite X2
  • . Strategic Brand & Marketing Consulting
    . Digital Strategy
    . Integrated Advertising
    . @lternative TV, Digital Advertising & Media
    . Social Marketing, Content & Events
    . Performance Based Media - Acquisition
    . eCommerce
    . Relationship Marketing
    . Websites, Platforms & Applications
    . Mobile & Shopper Marketing
    . Consumer Research
    . Analytics, Data & Performance
    . Conversation Tracking & Analysis