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ONE SIZE DOES NOT FIT ALL
Sarah Liang, Director of Interactive MarketingL’Oreal USA
SARAH LIANG KRESS
HELLO.
L’OREAL USA
The Consumer Decision Journey
CONSIDER
EVALUATE
ADVOCATE ENJOY
BOND
BUY
THE LOYALTY LOOP
PATH TO PURCHASE
CONSIDERATION - iAds
EVALUATE – PRICE CHECK
PRICE CHECK FROM AMAZON
BUY - STARBUCKS
LOYALTY
VIGGLE
MULTIPLE PATHS
KNOW YOUR AUDIENCE
HairdresserB2B
ClientB2B2C
The Cosmetology Student
THREE PRONGED APPROACH
Students Stylists Consumers
Objective Educate Salon Tools Drive to local salons
Strategy Upgrade existing
Upgrade existing
Reach via existing
Technology Delivery
iPad Web Mobile App Mobile Web
APPROACH TO STUDENTS
WHAT DO WE KNOW?
16% of our professional database own iPads / Tablets
ACADEMY IPAD PORTAL
Website Tablet
optimized
Responsive Design
ACADEMY IPAD PORTAL
Video Learning
Partnership with YouTube
Backend
RESULTS
Results
#1 Cost savings on text books
#2 Updated
#3 Point of difference
#4 Captured for future
APPROACH TO STYLISTS
HAIRSTYLIST – SMARTPHONE ADOPTION
Stylists are upgrading to mobile phones quickly.
+26% -10% -17%
REDKEN STYLE STATION
Keys to success:
1. High frequency
2. Existing habits
WHAT HAPPENS TODAY
HOW WE CHANGED IT
Content
Identify Client need
Provide solution
EDUCATION TOOL FOR EVERY DAY
Customized answer and result for every client
TIMERS
LOOK BOOK
RESULTS
Drive new product launch usage
Cost savings of in printed materials
APPROACH TO CONSUMERS
WHAT DO WE KNOW?
MOBILE SEARCH
1 in 3 searches have local intent on mobile
M.REDKEN.COM
Store location
Product Catalog
Product Recommendation
Look Book
THE RESULTS
The Results
• 18% site traffic from mobile
• +22% increase in salon finder searches
• Most popular day is Saturday
NOT EVERY SHOE FITS
GET IT RIGHT.
• Know your audience.
• Understand the technology.
• Evolve.
