BEAUTY MARKET

is moving towards
E-COMMERCE
Beauty market is moving towards e-commerce because modern consumers
are striving to have digital experiences, especially under Covid-19 . Their
needs are not only convenient, personal but entertaining as well.
However, other current shopping platforms do not meet these needs.

Our team is gonna introduce L’Oréal Island - an unique e-commerce

platform letting customers purchase cosmetics by playing a game.

This platform is inspired by

Animal Crossing
This platform is inspired by Animal Crossing - a game of Nintendo. The
collaboration with Nintendo is about the illustration and a small part
of the game content. In general, L’Oréal Island is different from the
original game.
Why is Animal Crossing?
This is a life simulator game with no end-game, no final boss, you do
whatever you want . This is a global smash hit. It sold 5 millions digital
copies in its first month of release, more than any other video game in
history (Source:Gameindustry.biz).

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 Our target customers
The study of Eurostat (2010 - 2020). Gen Z and Millennials spend a lot
The most online shopping custom- Gen Z of time playing online games.
Female
ers are from 16-54 years old.
16-30 Millennial (Nielsen 2019).

Europe
America.

These countries make a lead in average eCommerce revenue per shoppers ( Optinmonster)
USA ($1,804), Sweden ($1,446), France ($1,228), Germany ($1,064), Spain ($849), China ($626),
Russia ($396), and Brazil ($350).

Female Gen Z and Millennial (from 16 to 30).

Live in Europe and America.
Into cosmetics shopping
Digital savvy.
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 THE SHOPPING JOURNEY ON LOREAL ISLAND.

01 Creating your avatar 02 Go to the store 03 View the product

Begin the shopping journey by login Each store in the mall area presents a Loreal There are many Loreal product displays in the
and creating your own avatar from brand, such as Ganier Store, Maybelline Store,etc. store. Customers touch the counter to view the
name to appearance product list, which provides information about the
products: price, ingredient, review,...
Unique order packing
To provide the most interesting unboxing moment
for customers, the order will be packed in a Loreal
Island specially designed box. After receiving the
order, customers can scan the QR inside the box
to write feedback without logging into the app
as normal ecommerce site . To provide the most
wonderful personalized experiences, customers
can also self-customize their own packing.

04 Buy the product Virtual try on technology In-store online assistants

If customers want to buy any products, they put By connecting the camera, customers can There are lovely animals in each store who are
it in the basket and make payment. There are virtually try on makeup looks, hair style or L’Oréal 24h online assistants. By using newest
various payment methods for buyers to use. any other products of L’Oréal to find the chatbot technology, these cute non player
Finally, wait for the order to be delivered. best products that suit them. character can automatically and promptly
answer any of customers' questions.

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Shopping online with friends
only exist on Loreal Island

Girls - who love to go shopping together, can now do it online

01) Inviting a friend on the friend list to go to the store.
02) Communicate directly via text and video chat
03) Broadcast their virtual try-on effect to each other.

Send Gifts
Expressing Your Love to Beloved People.
Customers can send gifts which are Loreal goodies to their acquaintanc-
es. It will be more interesting that they can self-customize the gift-box to
express their love and care.

The experience is funnier than ever.

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 Which L’Oréal brands will join?
We divide the Shopping area into 4 zone according to Loreal Division: Consumer product, L’Oréal Luxe, Active Cosmetics
and The Body Shop
Professional Products is not available because its target customers are different from those on this platform.
Consumer Products: Beauty Downtown L’Oréal Luxe: Loreal Castle
for Consumer Products Enhance Enjoyable Shopping Experiences for Luxe
Convenience, trendy and accessible interface. Segment
Designed as a palace
10 stores, each store presents its brand culture Gorgeous aristocratic interface oriented by each brand
Ex: NYX, we design it as Professional Makeup Ex: Kieh's with the slogan Finest Apothecary Skincare,
Studio with seasonal outside trend posters, so the room will be green-yellow. Calendula will be the
purposeful makeup stalls and services like make flower used to decorate in Kiehl's room, which inspired
up tutorials there. by Kiehl's calendula extract products

Active Cosmetics: Beauty Laboratory

L’Oréal Active Cosmetics`s is adding health to The Body Shop
beauty. Located in the forest with many tree and wild animals
Dermocosmestic relies on innovations based on express orientation of the brand "Enrich people and
scientific and medical advances . That is why, the planet and exist to fight for a fairer"
zone in-game for Active Cosmetics is Beauty
Laboratory

Brand identity
Loreal Island can show the brand's vision and message by Specializing shop design, which is still a challenge for real stores.
Continue to develop the original activities of Animal Crossing

“Beauty Salon” - entertaining & informative

Informative
Choose specific skin or hair-care routines

The routine goes along with the Loreal

recommendation products list

Show the usage of L'oreal's goods

Provide knowledge about beauty care,
Increase the product’s identity

Entertaining
Change hair, nail style… for the avatar in
the salon.

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L'Oréal Square - a place where the customer community is united

Say hello: Make friends by pressing the “Hello” button

Communication: Participate in cosmetic forums
Read: Feedback From QR Scanning and Review from Visitors
Minigame: Join the minigame to get gifts.
Update newly launched cosmetics: New product advertisements will
be displayed in a conspicuous place at this square.

Livestreaming
Players can choose to join the livestream of KOLs at the theater of the square :
they share skin-care tips, makeup tutorials, or give gratitude to players…

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 DATA
Personal data

is used for customers taking care actions. For instance ,

sending greetings on special occasions such as birthdays, on women's day,etc.

Shopping journeys data

gives us to understand users’ tastes to propose and provide suitable promotions.

These data save money and time for marketing campaigns in the future.

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 Feasibility of the project
Feasibility of cooperation

Animal Crossing: New Horizon - broke through Covid 19, but has not fully globalized
THEY NEED US - make the game more scalable in the global beauty lover market
Previous case
NINTENDO TEAMED UP WITH SHU UEMURA to create
a special collection of beauty goodies that brought
a retro gaming vibe to their packaging. The entire
Shu Uemura x Super Mario collection features 24
beauty products that range from eyelash curlers and
eyeliner to makeup boxes and hair care products
LOUIS VUITTON X LEAGUE OF LEGENDS
Louis Vuitton and Riot Games have collaborated on
several fronts for the 2019 League of Legends World
Championship Finals in Paris: a bespoke travel case
for the Summoner's Cup trophy, prestige skins
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 Communication plans
Awareness
KOLs (beauty bloggers, gamers, ...) are invited to buy products through playing the game then
they post these videos, content,... on social media like facebook, twitter, instagram with a
hashtag.
Put large touchscreen devices in front of the L'oreal store to help people try this game without
downloading applications.
We also develop a website version to overcome the problem of large app sizes for easily trying.
Create some interesting events in the first phase like First time login : Customers can invite their
friend to use the app. By entering the code for the first time login, both users will get the gift.
Create L’oreal product stickers in game styles on social platforms such as facebook, instagram
to increase awareness.

Brand Purchase
Create limited products designed in game style.
There will be more special vouchers with higher discounts when using the applications to buy
products.

Loyalty
Create exciting seasonal events on special occasions
Summer event: release plants inspired by natural ingredients of L'oreal products. If players harvest
enough ingredients, they can exchange to real L’Oréal's goods.

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