L’Oréal Partners with R/GA to Launch Digital Experience for Lancôme

L’Oréal beauty brand Lancôme has partnered with R/GA, the global creative innovation company, to reimagine its digital presence with the launch of a redesigned Lancôme-usa.com. Timed to coincide with Lancôme’s 90th anniversary, the new platform is designed to be the ultimate beauty companion delivering a seamless, customer-first experience.

R/GA was appointed to develop a strategic vision and new website experience that amplifies the iconic Lancôme brand, attracts a wider demographic, strengthens loyalty offerings, and delivers a mobile-first, customer-led experience. The collaboration also focused on optimising product and service placement and creating connected experiences that reflect the evolving needs of modern beauty shoppers.

“Calling this simply a ‘website’ would be an understatement. We reimagined a brand platform for Lancome USA. Teams across the world have collaborated to engineer a transformative, highly personalised experience. We’ve moved beyond transactional interactions into truly connected consumer engagement, powered by data driven design,” said Nicole Orofino, global head of digital design and experience at L’Oréal.

R/GA created the vision for the new Lancôme-usa.com by taking a deeply customer-centric approach. Using qualitative and quantitative research which included 3,000 survey responses, in-depth interviews, and its proprietary First Best Customer segmentation. The team identified key preferences and behaviors across the beauty journey. These insights informed a solution that balanced customer needs, business goals, and brand values.

The redesigned site was built on a refined design system with modular content cards, scalable templates, and adaptive frameworks that flex to meet customer needs. An enhanced Loyalty Hub brings together past purchases, Beauty Advisor conversations, and My Lancôme Rewards into a personalised 'Beauty Shelf,' creating a central destination for skincare, makeup, and fragrance.

“It was a privilege to partner with Lancôme on this project and to reimagine their digital presence - a collaboration that was deeply rooted in strategic design and innovation. Our approach was centred on leveraging deep customer insights to create a customer-first digital ecosystem.” said Ryan Wareham, SVP managing director R/GA EMEA. We were able to craft and realise a vision that elevates the brand's iconic status while providing a personalized experience that speaks to the modern beauty consumer.”

This transformation goes beyond a visual refresh to mark a strategic evolution in how the brand engages with its audiences, ensuring it continues to lead in luxury beauty for the next 90 years and beyond. Led by R/GA’s team in EMEA, the new experience launched on October 13th, starting in the United States, with a global rollout to follow.