Our team created Compass, an innovative ecosystem to help L'Oréal boost purchase confidence in the Active Cosmetics Division.
The Challenge
Before our team came up with our idea, our overarching goal was to understand the usage, attitudes, and segmentation of the target market on a deeper level. Using a hands-on approach, we conducted primary research with drugstores, explored the latest skincare trends and analyzed consumer insights from industry surveys.
Insights
From our analysis, we found that:
36% of our target segment will pull out their phone in-store
88% of consumers have purchased products in store within the past 12 months
It takes 20 days to see skincare results, so how we continue to engage with the consumer?
We discovered that the lack of product knowledge paired with the overwhelming amount of selection led to lost sales in the Active Cosmetics Division. The confusion causes consumers walking away disappointed and empty handed, creating a loss sale for L’Oreal.
Our Solution
So let me break down the omnichannel ecosystem for you:
Smart Shelves
As consumers walk into the store, they are prompted to take a photo on the Modiface kiosk and answer a skin care questionnaire for their diagnosis. Our smart shelves allows consumers to filter out products based on their preferences such as skin concerns, ingredients, age and ethnicity. This will allow L'Oréal's consumers to have the autonomy to quickly navigate the whole shelf and pick the right products for them with or without the beauty advisor.
MySkinCompass App
The consumer can tap their smartphones using NFC technology to save their results instantly to their MySkinCompass app. The MySkin Compass app will replicate the smart-shelf experience and feature product ingredient glossaries, diagnostic tools and BA appointment bookings. The gamification elements of the app will engage and incentivize them to keep tracking their skin progress using the Modiface software.
Smart Shelves and App mockup
Result
Overall, L’Oreal can use Compass to create a robust omnichannel CRM system and insights to act on changing consumer preferences at an individual level. As a result, our team was chosen out of 125 teams across Canada to pitch our entrepreneurial solution to top executives at the L’Oreal headquarters in Montreal.
Team photo at the L'Oreal headquarters