Client Case
L’Oréal Garnier
Consumer Education and Engagement at Scale
CASE STUDY
L’Oréal is the global leader in Cosmetics, a leader in Digital Transformation, and a strong mover in Sustainability, with many initiatives to tackle its environmental footprint, starting with carbon emissions, with many recognitions of its commitments regarding Scope 1 and 2, and serious moves to tackle scope 3 that represent more than 90% of the total.
Garnier is the group’s brand with the most ambitions to transform its business model, having the most important carbon footprint of all cosmetics categories (hair care), mostly because of the Scope 3 downstream emissions in the end of the consumer.
From strategy definition to UX (user experience design) and technology integration, we supported the eco-design of a technology solution that would allow rapid prototyping to deployment at scale.
Industry
Cosmetics
Clients
Consumers
Location
Worldwide
#Sustainability: Engagement of the End Consumer
The use of shampoo in the hand of the end consumer equates to more than 60% of the total carbon footprint of the hair care category, the highest in Cosmetics.
Together with 11 independent environmental experts, L’Oréal group has developed the very first independent Environmental Labeling program, with Garnier as the first pilot brand to test it on the market, with the ambition to educate consumers in choosing transparently the products with least impact in the Garnier range (with a Transition plan to move most products in the best ratings within a few years – L’Oréal Group contribution), but also to make them understand how they can contribute to the Scope 3 reduction effort, by making a responsible usage of the products.
Since that program, Garnier accelerated its Transition by transferring a large portion of the hair care business into dry products that significantly improve the carbon, plastic and water footprint of products.
#Digitalization: Design of Front-end UX at Scale
Based on selected & tested Consumer Experience, we designed the “atomic design
system” envision several potential creation, adaptation, enhancement of website
pages & services to serve Sustainability needs for all Brands & Geographies
Minor Adaptation of existing pages (new content order based on context … )
Re-templating of keypages (based on company’s front-end systems: SiteCore &
Demandware Reference Applications)
New independent components creation & integration within existing pages (PIL
Supporting Garnier ambitions to become the Most Sustainable Mass Haircare Brand
Garnier has the ambition to become a transparent leader in responsible hair care, with disclosure of its Environmental and Social Impacts at product level, with an active Transition to lower carbon and water products.
PURPOSE
PEOPLE
PLANET
Profit
Engagement of the end consumer
Design of front-end UX at Scale
Simple consumer information and education