The Challenge

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.


The Solution

Fueled by consumer insights provided by both L’Oreal and Wild Blue’s retail strategists, the creative team reimagined the beauty aisle complete with user education about products, product testing and tutorials, improved product navigation, and maximized end-cap space.

The aisle was created as three distinct solutions: Now, Next, and Future. Each solution utilizes well-groomed headers and fonts for a cohesive aesthetic and each developed with modular sensibilities to plug and play various elements. And each solution highlights the refreshing cultural importance of using images of authentic women with playful photography.

The now concept revitalizes traditional elements like signage and lighting, while the future design focuses on digital solutions to improve the omni-channel experience, but not distract from the current clean beauty layout.

The designs incorporate shade matching features with dozens of testers, curating a personalized beauty shopping experience for women of all complexions. Digital elements, such as a coordinating Maybelline App encourage and facilitate further exploration beyond the aisle and leverage shopper information, such as skin tone and eye color, to deliver a simpler selection process.

The Results

L’Oreal is currently working with Target to implement the new design in a test environment.