Case Study:
L'Oréal Travel Retail
L'Oréal Travel Retail's My Beauty Club app led to a staggering 20% increase in sales revenue. Ready to join the club?
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Company Information
Founded
July, 1909
Industry
Cosmetics
Brands
36
Employees
87,400
Headquarters
Clichy, France
Presence
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
1. Continuous Learning
Previously, L'Oréal could only unite this audience twice a year for training sessions. They needed a platform for continuous learning.
2. Boundaryless Learning
Their new solution had to be available and actively engage learners across 18 countries, speaking six different languages.
3. Community-Led
L'Oréal strived to bring Beauty Advisors together, create a learning culture and foster product advocates through a social environment.
"This is an innovative environment with social and gamification features that help to foster a real learning community. It gives our teams a sense of place and promotes peer-to-peer learning."
Michelle Zablah
eLearning Project Manager at L'Oréal Americas
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:
The Approach
My Beauty Club is armed with 'Beauty Bytes' — compelling microunits crafted to enhance product knowledge, embedded within a gamified social learning environment designed to encourage participation and knowledge sharing.
Gamification
Badges & XP
Earn experience points and badges by exploring and completing content.
Leaderboards
Accumulate XP to vie for the top position on app leaderboards.
Contests
Compete in player-vs-player knowledge contests to prove subject matter mastery.
Social Learning
Social Feed
Share knowledge with automatically translated social posts and activity updates.
Clubs Live
Broadcast training content directly to social streams.
Notifications
Push notifications generate social learning buzz and bring learners back to the app.
"We have been able to create a Beauty Advisor community, where BAs are able to learn from other peers across the Americas."
Sylvia Perez
Retail Development Director at L'Oréal Americas
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.
0
contests completed per learner
0K+
social engagements per day
0%
knowledge retention score
0K+
modules completed per month
0%
reduction in training costs
0K+
additional lipstick unit sales
The Future
My Beauty Club continues to go from strength-to-strength, supporting new users and content initiatives. For instance, it now offers a suite of content on mental health and wellbeing, in addition to sales tips and product training microunits.
"My Beauty Club has led to an incredible change across L'Oréal Travel Retail APAC. Our Beauty Advisors have immediately adopted it as their home to learn and share!"
Olivier Tessler
General Manager, L'Oréal Paris, Travel Retail APAC
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