L'Oréal - Dercos

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

Role

UX Project Lead and Designer

Timeline

June - July 2022 (2 Months)

Project Type

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

Role

UX Project Lead and Designer

Timeline

June - July 2022 (2 Months)

Project Type

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

Role

UX Project Lead and Designer

Timeline

June - July 2022 (2 Months)

Project Type

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

1

Context

1

Context

2

Problem

2

Problem

3

Ideate

3

Objectives

4

Decisions

4

Decisions

4

Testing

5

Solution

5

Solution

6

Impact

6

Impact

7

Reflection

7

Reflection

1

Context

2

Problem

3

Objectives

4

Decisions

5

Solution

6

Impact

7

Reflection

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.

While Dercos ranks third among Vichy’s global franchises, it's new to Canada. The brand was relaunched in 2021 and is currently one of the smallest Vichy franchises.

While Dercos ranks third among Vichy’s global franchises, it's new to Canada. The brand was relaunched in 2021 and is currently one of the smallest Vichy franchises.

While Dercos ranks third among Vichy’s global franchises, it's new to Canada. The brand was relaunched in 2021 and is currently one of the smallest Vichy franchises.

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

We Have Many Ideas! How Do We Pick?

Decisions

We Have Many Ideas! How Do We Pick?

Decisions

We Have Many Ideas! How Do We Pick?

The Dercos project presented many opportunities for improvement. Working with Dercos' Marketing Manager, weprioritized 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

A simple product listing wouldn't cut it. Dercos needed to connect with consumers on a deeper level, offering expert advice and personalized solutions.

A simple product listing wouldn't cut it. Dercos needed to connect with consumers on a deeper level, offering expert advice and personalized solutions.

A simple product listing wouldn't cut it. Dercos needed to connect with consumers on a deeper level, offering expert advice and personalized solutions.

Using my marketing background, I crafted a plan using the marketing funnel framework.

This would 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.

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

📈

3.65X

Weekly Dercos Revenue

Campaign Weekly Average vs. 2022 YTD Weekly Average

📈

3.65X

Weekly Dercos Revenue

Campaign Weekly Average vs. 2022 YTD Weekly Average

📈

3.65X

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

When designing for an established brand, it's crucial to consider existing conversions and technical feasibility. L'Oréal Canada adheres to strict guidelines from the head office in France, limiting implementation options. For instance, my idea for routines pop-up couldn't be executed.

Navigating Unexpected Changes

Throughout the campaign, I faced two unexpected changes. First, one essential agency I was working with had nearly a month delayed. I learned to work better with external stakeholders with a balance of firmness and confidence while being understanding.  Also, throughout the campaign 3 products went out of stock due to unexpected transportation issues. I had to adapt the campaigns quickly. Through these challenges, I also learned to be more agile when dealing with 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!

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