In February 2017, L’Oréal Paris sought an innovative marketing solution to support the launch of their new skincare product. The objective was twofold:
- Demonstrate the superiority of their product by showcasing its fast absorption compared to competitors.
- Provide an interactive and educational experience that would diagnose consumers’ skin types and guide them to the best product for their specific needs.
The solution needed to be both engaging and versatile, enabling consumers to use it in-store independently or with the assistance of a beauty advisor.
USP’s Contribution
To meet L’Oréal Paris’s objectives, USP Solutions leveraged its expertise and portfolio of over 27 cutting-edge technologies to develop a multi-functional demo card. This innovative tool combined:
- Fast Absorption Demonstration: Proved the product’s efficacy by showcasing its quick absorption compared to competitors.
- Skin Type Diagnosis: Incorporated USP’s signature Skin Type Tester to analyze consumers’ skin and steer them toward the most suitable product variant.
The demo card’s intuitive design ensured a seamless consumer experience, offering a clear and impactful demonstration of the product’s benefits while fostering trust in the brand.
How It Worked
- Product Efficacy Demo: Consumers used the demo card to observe and compare the absorption speed of L’Oréal Paris’s product against competitors.
- Skin Type Analysis: The Skin Type Tester identified whether the consumer’s skin was dry, oily, combination, or normal.
- Personalized Recommendations: Based on the diagnosis, consumers received tailored product suggestions, ensuring they chose the most effective variant for their needs.
- In-Store Versatility: The tool was designed for both independent use and assisted consultations with beauty advisors, maximizing its reach and usability.
Impact
The demo card proved to be a resounding success, garnering widespread acclaim for its ability to combine product efficacy demonstration with personalized skincare recommendations. Its success led to multiple reorders from L’Oréal Paris teams across various regions, further cementing the tool’s impact on enhancing consumer engagement and driving sales.
