L’Oréal Travel Retail
Company Information:
July, 1909
Cosmetics
36
87,400
Clichy, France
150 countries
Introduction
L’Oréal is the world’s leading cosmetics provider. They currently employ around 87,400 people and manage 36 brands across 150 countries. As such, they have a huge variety of training content to deliver across their diverse audience.
This project focuses on L’Oréal Travel Retail. The target audience was their 5,500+ Beauty Advisors (BAs) working across different travel retail locations in the Americas, Asia and Australia.
Platform Goals
Continuous Learning: Previously, L’Oréal could only unite this audience twice a year for training sessions. They needed a platform for continuous learning.
Boundaryless Learning: Their new solution had to be available and actively engage learners across 18 countries, speaking six different languages.
Community-Led: L’Oréal strived to bring Beauty Advisors together, create a learning culture and foster product advocates through a social environment.
The Solution
In order to meet these needs, L’Oréal Travel Retail teamed up with Growth Engineering. Together, they created ‘My Beauty Club’, a mobile application built on the Growth Engineering Learning App framework.
The app exudes a sense of luxury and boasts the following features:
- High-Impact Microunits
- Social Clubs & Forums
- Knowledge Contests
- Game Mechanics
- Push Notifications
- Admin Tools
- Reporting Suite
- & Much More
The Approach
My Beauty Club is armed with ‘Beauty Bytes’ — compelling microunits crafted to enhance product knowledge. These are embedded within a gamified social learning environment that’s designed to encourage participation and knowledge sharing. L’Oréal Travel Retail even used the ‘Lipstick Lover’ learning game to transform pouts into radiant smiles.
This approach was supported by the following gamification and social features:
Gamification
Badges & XP: As learners explore My Beauty Club and complete content, they earn experience points and badges.
Leaderboards: Accumulating XP helps learners to vie for the coveted top position on the app leaderboards.
Contests: Learners can compete in player-vs-player knowledge contests to prove their subject matter mastery.
Social Learning
Social Feed: Learners can share their knowledge with automatically translated social posts and activity updates.
Clubs Live: Learners, trainers and education managers can broadcast training content directly to social streams.
Notifications: Push notifications play a key role in generating social learning buzz and bringing learners back to the app.
The Results
My Beauty Club has produced unprecedented levels of learner engagement, helping L’Oréal Travel Retail to smash their learning goals.
L’Oréal have even been able to show that territories using My Beauty Club in the Americas see an average 20% increase in sales revenue.
The Future
Let's Get Engaged!
- Use Case Mapping: Tailored demonstrations in line with your requirements.
- Flexible Payment Terms: Payment options and pricing plans to suit your needs.
- Rapid Implementation Plans: Start making a real impact in weeks, not months.
- Build a Business Case: Achieving stakeholder buy-in is tough, but we can help.