L’Oréal Paris
L’Oréal Paris – Dry Skin Check
L'Oréal
Claim: "Know your skin type, Product recommendation"
Overview
We created a skin tester that measured the level of dryness of the skin. In 5-7 seconds, the consumer could understand the status of their skin and then get a product recommendation based on the result. No beauty advisor was needed to do the test, it was engaging, and it had a call to action by asking that fundamental question of the required demographic “Is your skin dry?”. This way, the consumer understands the condition of their skin, while being provided a clear guideline addressing the condition with the products. Thus, it stimulates the purchase intent and increases the basket size with the right product recommendation for their skin.
USP Demo Solutions always tests the products on its several technologies to ensure the best possible outcome. Developing different concepts, keeping the team’s needs, claims, and market requirements in mind. Once a selected concept meets the marketing teams’ requirements, the USP team is galvanized into the production process that begins with artwork design or alignment and ends with the finished product reaching the destination on time.
The Challenge
For the Dry Skin Check, L’Oréal Paris needed to make the "Know your skin type, Product recommendation" promise something shoppers in the skin care category could see for themselves, not just read on a label. In the few seconds a shopper spends at shelf or in a consultation, copy and ingredient lists rarely land, especially when rival products advertise hydration, sensitivity & soothing claims.
The brief for the Dry Skin Check was to turn that abstract message into a tangible, repeatable proof point that retail staff, pharmacists or beauty advisors could run on demand, without lab equipment or specialist training, while staying on brand for L’Oréal Paris.
The Approach
L’Oréal’s Age Perfect team came to USP with the challenge to create a sensory marketing tool that engaged the consumers at POS, focusing on their new Intensive Re-nourishing range. It had to be easy to use, work in isolation of beauty advisors, and was specifically designed to...
USP Demo Solutions built the Dry Skin Check for L’Oréal Paris around the Skin Type Test method, reducing the Know your skin type, Product recommendation story to a single visible reaction the consumer can trigger themselves. That gives the conversation a clear before/after moment in the skin care aisle instead of a one-way pitch.
From the same physical interaction with the Dry Skin Check, the demo substantiates claim areas such as hydration, sensitivity & soothing, so a single asset can carry several conversations across the L’Oréal Paris range.
The Result
The result for L’Oréal Paris is a skin type diagnostic tool, delivered through the Dry Skin Check as something the consumer experiences first-hand rather than has to take on trust.
By turning L’Oréal Paris's "Know your skin type, Product recommendation" message into a hands-on Skin Type Test moment, the Dry Skin Check becomes a credible, science-backed conversation starter the shopper can repeat for a friend.
In the field, L’Oréal Paris runs the Dry Skin Check primarily for retail activation, internal training, consultation tool, delivered in diagnostic tool, physical demo so the same Skin Type Test proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its logic.
- Technology
- Skin Type Test
- Benefit
- Skin Type Diagnostic Tool
- Category
- Skin Care
- Brand
- L’Oréal Paris