L'Oréal Professionnel, the worldwide leading professional haircare brand, announced the launch of its new refreshed website, us.lorealprofessionnel.com. It is designed to inspire consumers with on trend looks and in the moment styles and color. In addition, the site’s Style My Hair tool allows consumers to try on professional haircolor, cut and styles before making the commitment in the salon.
The website features editorial content in a modern magazine format, creating a unique consumer experience. The site’s magazine is dedicated to the latest styling, color and haircare topics inspired by fashion, trends, and in the moment looks talked about online and off. Daily magazine articles and curated content have allowed L'Oréal Professionnel to reach a new group of consumers and introduce them to the brand – 82% of the organic search traffic are new visits to the site.
Another unique feature is the Style My Hair makeover tool. The tool’s innovative technology allows users to give themselves a no commitment digital makeover by trying on different haircolors and hairstyles prior to visiting the salon. It is available on the website and as a mobile app. The salon locator, integrated on every page, encourages consumers to find a L’Oréal Professionnel salon in their area.
Since launch, us.lorealprofessionnel.com has seen site visits grow to six-digits, 2.72 pages are viewed per session and consumers spend an average of 1:52 minutes per session. “We rebuilt this site with the consumer top of mind to deliver a fresh design optimized for all digital platforms,” said Lisa Morris, General Manager at L'Oréal Professionnel. “We are proud to present this new look that will continue to provide innovative content to our consumers while celebrating and inspiring hairdressers.”
