L'Oréal - Dercos

Can We Improve the Shopping Experience for Consumers with Hair and Scalp Concerns While Achieving Dercos' Business Goals?

Role

Project Lead and Experience Design

Timeline

June - August 2022 (11 Weeks)

Team

Cross-Functional (8 Teams: L'Oreal Teams and External Agencies)

Role

Project Lead and Experience Design

Timeline

June - August 2022 (11 Weeks)

Team

Cross-Functional (8 Teams: L'Oreal Teams and External Agencies)

Role

Project Lead and Experience Design

Timeline

June - August 2022 (11 Weeks)

Team

Cross-Functional (8 Teams: L'Oreal Teams and External Agencies)

To enhance user education and boost site traffic and revenue, I led my team to optimize the user journey. Using both design and marketing frameworks, we improved the Dercos shopping experience on the Vichy Canada website and launched a nationwide campaign. Our efforts led to a 3.7x increase in revenue and a 4.4x boost in traffic.

Context

Dercos' Untapped Potential in the Canadian Market

Context

Dercos' Untapped Potential in the Canadian Market

Context

Dercos' Untapped Potential in the Canadian Market

The dermatological hair care market is growing faster than any other hair care category. This presented a golden opportunity for Derco, Vichy's dermatological hair and scalp care brand.

Dercos was relaunched in 2021. It ranks third among Vichy’s global franchises. However, it is one of the smallest franchises in Vichy Canada.

Dercos was relaunched in 2021. It ranks third among Vichy’s global franchises. However, it is one of the smallest franchises in Vichy Canada.

Dercos was relaunched in 2021. It ranks third among Vichy’s global franchises. However, it is one of the smallest franchises in Vichy Canada.

Problem

Dercos Lacks Differentiation in Dermatological Hair Care

Problem

Dercos Lacks Differentiation in Dermatological Hair Care

Problem

Dercos Lacks Differentiation in Dermatological Hair Care

More Support Needed for Dercos' Shoppers

By analyzing reports from L'Oréal's Chief Digital Marketing Officer team and conducting a competitive analysis, I learned that while grab-and-go shopping is common in hair care, individuals with hair and scalp issues often struggle to find suitable products and feel isolated. They need education and guidance from professionals and like-minded consumers.

By analyzing reports from L'Oréal's Chief Digital Marketing Officer team and conducting a competitive analysis, I learned that while grab-and-go shopping is common in hair care, individuals with hair and scalp issues often struggle to find suitable products and feel isolated. They need education and guidance from professionals and like-minded consumers.

Competitors Adapt to Consumers' Needs While Dercos Falls Behind

Dercos' lack of differentiation hinders its ability to establish itself as a dermatological hair care brand. 

Dercos

  • Product listings like mass brands

  • Basic hair routines

  • Minimal information on products

Competitors

  • Detailed product detail pages

  • Hair and scalp quizzes

  • Comprehensive hair routines

  • Educational resources

  • Clinical studies

Competitors

  • Detailed product detail pages

  • Hair and scalp quizzes

  • Comprehensive hair routines

  • Educational resources

  • Clinical studies

Dercos

  • Product listings like mass brands

  • Basic hair routines

  • Minimal information on products

Dercos

  • Product listings like mass brands

  • Basic hair routines

  • Minimal information on products

Competitors

  • Detailed product detail pages

  • Hair and scalp quizzes

  • Comprehensive hair routines

  • Educational resources

  • Clinical studies

Dercos

  • Product listings like mass brands

  • Basic hair routines

  • Minimal information on products

Objectives

Key Performance Indicators (KPIs) for Consumers and Business

Objectives

Key Performance Indicators (KPIs) for Consumers and Business

Objectives

Key Performance Indicators (KPIs) for Consumers and Business

Increase Brand Awareness and Emphasize Dercos’ Medical Roots

Increase Brand Awareness and Emphasize Dercos’ Medical Roots

Increase Brand Awareness and Emphasize Dercos’ Medical Roots

Brand awareness is important because of Dercos' recent relaunch. This is also a great opportunity to differentiate the brand through its medical roots. 

Brand awareness is important because of Dercos' recent relaunch. This is also a great opportunity to differentiate the brand through its medical roots. 

Awareness KPIs: Website Traffic, Click-Through-Rate (CTR) for Social Media, Percentage of Sales from New Users

Awareness KPIs: Website Traffic, Click-Through-Rate (CTR) for Social Media, Percentage of Sales from New Users

Awareness KPIs: Website Traffic, Click-Through-Rate (CTR) for Social Media, Percentage of Sales from New Users

Increase Consumer Education

Increase Consumer Education

Increase Consumer Education

Education can help consumers understand their hair and scalp concerns and find suitable products to treat their concerns and help them feel less alone. In addition, consumer education can help Dercos build trust and credibility. 

Consideration KPIs: Conversion Rate With Education (Articles) vs. Without, Average Time on Page

Consideration KPIs: Conversion Rate With Education (Articles) vs. Without, Average Time on Page

Consideration KPIs: Conversion Rate With Education (Articles) vs. Without, Average Time on Page

Generate Revenue

Generate Revenue

Generate Revenue

Business impact is important and revenue is a key business KPI. 

Conversion KPIs: Revenue, Weight of Business

Conversion KPIs: Revenue, Weight of Business

Conversion KPIs: Revenue, Weight of Business

Decisions

Creating a Optimized User Journey

Decisions

Creating a Optimized User Journey

Decisions

Creating a Optimized User Journey

Addressing Project Goals Through Connecting with Consumers

Addressing Project Goals Through Connecting with Consumers

Addressing Project Goals Through Connecting with Consumers

A simple product listing wouldn't suffice. Here are some ideas I had to increase touchpoints:

Hair Quiz

Provide a personalized hair care routine through a short and interactive quiz.

Hair Quiz

Provide a personalized hair care routine through a short and interactive quiz.

Hair Quiz

Provide a personalized hair care routine through a short and interactive quiz.

Share Detailed Hair Care Routines

Educate consumers about their concerns and provide suitable hair care routines. Ideas include having routine pop-ups throughout the website.

Share Detailed Hair Care Routines

Educate consumers about their concerns and provide suitable hair care routines. Ideas include having routine pop-ups throughout the website.

Share Detailed Hair Care Routines

Educate consumers about their concerns and provide suitable hair care routines. Ideas include having routine pop-ups throughout the website.

Launch Word of Mouth Campaign

Encourage users to write reviews and recommend products by offering an incentive.

Launch Word of Mouth Campaign

Encourage users to write reviews and recommend products by offering an incentive.

Launch Word of Mouth Campaign

Encourage users to write reviews and recommend products by offering an incentive.

Digital Campaign Using Existing Channels

L'Oréal Canada has never launched a digital campaign for Dercos. By leveraging existing touchpoints with Vichy consumers, like social media and email, we can promote Dercos.

Digital Campaign Using Existing Channels

L'Oréal Canada has never launched a digital campaign for Dercos. By leveraging existing touchpoints with Vichy consumers, like social media and email, we can promote Dercos.

Digital Campaign Using Existing Channels

L'Oréal Canada has never launched a digital campaign for Dercos. By leveraging existing touchpoints with Vichy consumers, like social media and email, we can promote Dercos.

Educate Consumers Through Vichy Magazine

Article ideas include "How to Create a Hair Routine," "How to Mix and Match Hair Care," "How to Add Treatment Hair Care into Your Routine," and "Ingredients for Your Hair."

Educate Consumers Through Vichy Magazine

Article ideas include "How to Create a Hair Routine," "How to Mix and Match Hair Care," "How to Add Treatment Hair Care into Your Routine," and "Ingredients for Your Hair."

Educate Consumers Through Vichy Magazine

Article ideas include "How to Create a Hair Routine," "How to Mix and Match Hair Care," "How to Add Treatment Hair Care into Your Routine," and "Ingredients for Your Hair."

Make the Category Landing Page like a Store Display

Add professional and consumer recommendations, a frequently asked questions (FAQs) section, and medical claims to the category landing page.

Make the Category Landing Page like a Store Display

Add professional and consumer recommendations, a frequently asked questions (FAQs) section, and medical claims to the category landing page.

Make the Category Landing Page like a Store Display

Add professional and consumer recommendations, a frequently asked questions (FAQs) section, and medical claims to the category landing page.

We Have Many Ideas! How Do We Pick?

We Have Many Ideas! How Do We Pick?

We Have Many Ideas! How Do We Pick?

Working with Dercos' Marketing Manager, we prioritized ideas using these guiding principles:

Keep the Users and the Business in Mind

We prioritized features maximizing consumer value while aligning with Dercos' long-term strategy.

Keep the Users and the Business in Mind

We prioritized features maximizing consumer value while aligning with Dercos' long-term strategy.

Keep the Users and the Business in Mind

We prioritized features maximizing consumer value while aligning with Dercos' long-term strategy.

Focus on the "Low-Hanging Fruits"

Time and technical constraints necessitated focusing on high-impact, readily implementable changes.

Focus on the "Low-Hanging Fruits"

Time and technical constraints necessitated focusing on high-impact, readily implementable changes.

Focus on the "Low-Hanging Fruits"

Time and technical constraints necessitated focusing on high-impact, readily implementable changes.

Apply My Marketing Background

Using the marketing funnel framework ensured a cohesive consumer journey, from awareness to conversion.

Apply My Marketing Background

Using the marketing funnel framework ensured a cohesive consumer journey, from awareness to conversion.

Apply My Marketing Background

Using the marketing funnel framework ensured a cohesive consumer journey, from awareness to conversion.

Solution

Updated User Journey: From Awareness to Loyalty and Advocacy

Solution

Updated User Journey: From Awareness to Loyalty and Advocacy

Solution

Updated User Journey: From Awareness to Loyalty and Advocacy

Dercos needed to connect with consumers on a deeper level, offering expert advice and personalized solutions.

Dercos needed to connect with consumers on a deeper level, offering expert advice and personalized solutions.

Dercos needed to connect with consumers on a deeper level, offering expert advice and personalized solutions.

Using the marketing funnel framework ensure that every touchpoint for consumers, from the awareness to loyalty and advocacy, was carefully orchestrated in their journey to healthier hair.

📣 Awareness

💭 Consideration

Social Media Ads

Dercos-Focused Newsletter

Website Banner

Additional Touchpoints

Consumer Education Through Vichy Magazine

Educational Email Newsletters

Email Newsletter Featuring Consumer Reviews

📈 Conversion

Seamless Add-to-Cart Experience

Promotions-Focused Email Newsletters

🤝 Loyalty & Advocacy

Leave a Review Campaign Featuring an Exclusive Promo Code

Awareness

Consideration

Social Media Ads

Dercos-Focused Newsletter

Website Banner

Additional Touchpoints

Consumer Education Through Vichy Magazine

Educational Email Newsletters

Email Newsletter Featuring Consumer Reviews

Conversion

Seamless Add-to-Cart Experience

Promotions-Focused Email Newsletters

Loyalty & Advocacy

Leave a Review Campaign Featuring an Exclusive Promo Code

📣 Awareness

💭 Consideration

Social Media Ads

Dercos-Focused Newsletter

Website Banner

Additional Touchpoints

Consumer Education Through Vichy Magazine

Educational Email Newsletters

Email Newsletter Featuring Consumer Reviews

📈 Conversion

Seamless Add-to-Cart Experience

Promotions-Focused Email Newsletters

🤝 Loyalty & Advocacy

Leave a Review Campaign Featuring an Exclusive Promo Code

Step 1: Awareness

Social Media Ads: Ad spending was allocated based on A/B testing different versions of the ads.

Dercos-Focused Newsletter: The newsletter invited readers to visit the Vichy website to learn more.

Website Banner: The original model-focused banner made Dercos seem less dermatological. The new banner helps consumers quickly find products for their hair and scalp concerns.

Other Touchpoints:

  • SMS Promotions: Text messages about Dercos and the promotions were sent to to Vichy subscribers.

  • Search Engine Marketing (SEM): SEM helped shoppers find Dercos on Google.

  • Search Engine Optimization (SEO): Keywords in magazine articles help improve Dercos' visibility in search results.

Step 2: Consideration

Consumer Education Through Vichy Magazine: Science-based articles on hair and scalp routines and ingredients are easily accessible from the category landing page (CLP). The Dercos campaign introduced content blocks on the CLP, which is now a standard practice.

Educational Newsletter: The newsletters featured articles on routines and ingredients with direct links for easy access.

Email Newsletter Featuring Consumer Reviews: The newsletter helped consumers with hair and scalp concerns feel less alone and trust Dercos through reviews.

Step 3: Conversion

Seamless Add-to-Cart Experience: Consumers can effortlessly add products to their cart after reading the articles.

Promotions-Focused Email Newsletters: The newsletters encouraged users to purchase and try Dercos products.

Step 4: Loyalty and Advocacy

Leave a Review Campaign Featuring an Exclusive Promo Code: I proposed a post-purchase campaign where consumers who purchased Dercos during a summer promotion would receive an exclusive promo code via email for their next purchase and be encouraged to leave product reviews. This campaign was not implemented due to organizational changes after my internship.

How the Updated User Journey Can Help People with Rebecca

Impact

Celebrating the Success of the Dercos’ Initiative

Impact

Celebrating the Success of the Dercos’ Initiative

Impact

Celebrating the Success of the Dercos’ Initiative

Awareness

📣

4.4X

Dercos Page Traffic

Weekly Average Page Views During Campaign Vs. 2022 YTD Weekly Average

📣

4.4X

Dercos Page Traffic

Weekly Average Page Views During Campaign Vs. 2022 YTD Weekly Average

📣

4.4X

Dercos Page Traffic

Weekly Average Page Views During Campaign Vs. 2022 YTD Weekly Average

📣

10.7%

Increase in Click-Through Rate for Ads

Dercos Social Media Campaign vs. 2022 YTD Average for Vichy Social Media Ads

📣

10.7%

Increase in Click-Through Rate for Ads

Dercos Social Media Campaign vs. 2022 YTD Average for Vichy Social Media Ads

📣

10.7%

Increase in Click-Through Rate for Ads

Dercos Social Media Campaign vs. 2022 YTD Average for Vichy Social Media Ads

📣

39.5%

of Campaign Sales Came from New Users

Dercos Sales During the Campaign from New Users vs. Past Purchasers

📣

39.5%

of Campaign Sales Came from New Users

Dercos Sales During the Campaign from New Users vs. Past Purchasers

📣

39.5%

of Campaign Sales Came from New Users

Dercos Sales During the Campaign from New Users vs. Past Purchasers

Consideration

💭

44%

Higher Average Time on Page for Dercos Articles

Average Time on Page for Dercos Articles vs. Average for Website

💭

44%

Higher Average Time on Page for Dercos Articles

Average Time on Page for Dercos Articles vs. Average for Website

💭

44%

Higher Average Time on Page for Dercos Articles

Average Time on Page for Dercos Articles vs. Average for Website

💭

48.9%

Higher Conversion Rate for Article Readers

Conversion Rate for Readers vs. Non-Readers

💭

48.9%

Higher Conversion Rate for Article Readers

Conversion Rate for Readers vs. Non-Readers

💭

48.9%

Higher Conversion Rate for Article Readers

Conversion Rate for Readers vs. Non-Readers

Conversion

📈

3.7X

Weekly Dercos Revenue

Campaign Weekly Average vs. 2022 YTD Weekly Average

📈

3.7X

Weekly Dercos Revenue

Campaign Weekly Average vs. 2022 YTD Weekly Average

📈

3.7X

Weekly Dercos Revenue

Campaign Weekly Average vs. 2022 YTD Weekly Average

📈

10X

Weight of Business During Campaign

WOB for Dercos on Vichy's Direct-to-Consumer Website

📈

10X

Weight of Business During Campaign

WOB for Dercos on Vichy's Direct-to-Consumer Website

📈

10X

Weight of Business During Campaign

WOB for Dercos on Vichy's Direct-to-Consumer Website

Reflection

Top 2 Learnings and Takeways

Reflection

Top 2 Learnings and Takeways

Reflection

Top 2 Learnings and Takeways

Constraints of an Established Brand

Designing for an established brand requires considering existing conversions and technical feasibility. L'Oréal Canada follows strict guidelines from France, limiting implementation options. For example, my routine pop-up idea couldn't be executed.

Navigating Unexpected Changes

During the campaign, I encountered two unexpected changes. First, a key agency faced a month-long delay. This prompted me to improve my collaboration with external stakeholders by balancing firmness with understanding. Additionally, three products went out of stock due to transportation issues, requiring quick adaptations to the campaigns. These challenges taught me to be more agile in the face of unexpected changes.

Interested in learning More About My Process?

I typically share this during coffee chats or interviews. Don't hesitate to reach out!

Interested in learning More About My Process?

I typically share this during coffee chats or interviews. Don't hesitate to reach out!

Interested in learning More About My Process?

I typically share this during coffee chats or interviews. Don't hesitate to reach out!