L’Oréal Groupe-owned luxury beauty brand Lancôme is set to undergo a major overhaul of its digital experience strategy with the appointment of a new agency following a competitive pitch process.
The brand, which offers skincare, make-up and perfume products including the ultra-premium line Absolue has hired R/GA EMEA to the account.
As part of the brief, R/GA will be responsible for creating and defining a new strategic vision of the e-boutique for Lancôme, aimed at positioning the brand as the benchmark for luxury D2C digital experiences, using a customer centric approach to determine and inspire the future vision for Lancome.com.
The ultimate long-term aim will be for R/GA to help Lancôme create a personalised, intuitive, mobile first experience that both guides customers and delivers on business objectives.
R/GA EMEA chief executive Rebecca Bezzina said: “We’ll be taking a strategic and data-driven approach in showcasing how we can collaborate on creating new digital brand experiences that deliver the best Lancôme has to offer its consumers across product, services, environment, and storytelling.”
A major part of the Lancôme data-driven approach is the brand’s loyalty scheme, My Lancôme Rewards, which operates three levels, Rose, Gold and Platinum, depending on how often members make a purchase. New members benefit from 20% off their first order as a when they spend £50. They then receive one free full size product for every 2 orders when they spend £50, as well exclusive “VIP” member-only offers.
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