Within the cosmetic landscape, mass-channel retailers are losing penetration and facing slowed growth while specialty retailers grow and gain share with their more boutique and cultivated shopping experience. That poses a challenge for L’Oreal’s cosmetic and beauty styling brands, including L’Oreal Paris, Maybelline, Garnier, and Essie.
L’Oreal, in partnership with Target, wanted to positively disrupt the conventional in-store experience by bringing a radically inclusive world of beauty to the beauty aisle. Through leveraging brand loyalty and consumer awareness, the challenge was to encourage millions of people around the world to express their own, unique beauty.
The aisle design needed to incorporate digital elements that would drive consumers to Target.com for a complete omni-channel experience. And any new elements had to meld with Target’s recent beauty aisle transformation.