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L’Oréal Paris is putting the consumer first with a revamped Web site.

With the goal of targeting the user’s personal online experience, the beauty brand unveiled the updated site earlier this month. It features more streamlined navigation and cross-device compatibility, and will also contain trend-driven editorial material, through a partnership with AOL.

“[Google] research shows that the majority of shopping now involves accessing content and products on multiple devices — making the cross-device format of the new lorealparisusa.com especially relevant,” said Karen Fondu, president of L’Oréal Paris, who added that Morgan Stanley research has claimed that in 2014 mobile will surpass desktop as the most popular way to access the Internet. “It’s all about convenience, and this Web revamp will make it streamlined and simple for consumers to learn about and shop for their favorite products.”

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To that end, as soon a consumer comes onto the site, the Web page, which features cross-device memory technology, will be immediately tailored to her based on things like time of day, her location and the weather. The more a consumer clicks and shares her product and shade selections, the more the site will reflect those preferences in appearance. “Personalization is at the forefront of the strategy,” said Fondu. “Being relevant to her and offering her a personalized experience (advice, products, content, etc.) is what sets us apart. With the responsive build, we are addressing not only the multidevice behaviors of our customers but are setting ourselves up for the future, as the site will dynamically adapt to any future device.”

Fondu also cited a recent eMarketer report, which showed that shoppers are researching products on smartphones while shopping in store. “Brands have to be prepared to respond to the needs of their customers,” said Fondu. “In response to these consumer needs, all of the tools that are available on our desktop site can also be accessed via mobile in a user-friendly format. For example, we have made it easier for her to pinpoint a retail location where she can purchase L’Oréal Paris products while on the go, thanks to geo-location capabilities. We have also added tools such as a shopping list, which is accessible from their mobile phones.  While driving digital sales is important, we are [pleased that] our customers are now able to determine what products are best for them by using these tools through their mobile phone, without having to leave the aisle.”

Another element of the redesign is more of a focus on editorial content, how-to video, articles and slide shows, updated each month.

“L’Oréal Paris and AOL entered into an exclusive partnership to ensure that lorealparisusa.com is providing up-to-the minute, trend-focused beauty editorial,” said Fondu, who added that the brand also worked with digital creative agency R/GA on the relaunch. “Content specific to L’Oréal Paris will also be featured on AOL StyleList’s Beauty Bar.”

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