A DTC brand and business incubated within L'Oréal, Color&Co offers personalized haircolor delivered right to your home.
An Unprecedented Customer Experience
With over 100 years of renowned experience and expertise in the beauty industry, L’Oréal has assembled an international team of over 90,000 people all striving to create the latest innovations in beauty and hair care.
As the predominant leader in this category, L’Oréal identified a unique opportunity in the market that was largely unaddressed: to deliver salon quality, personalized haircolor directly to customers through breakthrough technology. In particular, customers who are unable to afford frequent salon visits but also unsatisfied with the at-home hair coloring products found at drug stores.
Hathway + Color&Co
With the notion that everyone deserves to look and feel their best, L’Oréal formed the brand Color&Co, and built an extensive network of professional colorists known as the Color Collective. This network of experts provides live video consultations and prescribes personalized haircolor based on the customers’ goals. Color&Co is then able to deliver custom-blended, salon-grade haircolor directly to consumers’ doorsteps.
Inspired by their aspiration, we helped bring this innovative and industry-shifting idea to fruition through digital strategy, software design and systems integration.
Discovery & Strategy
At the inception of our partnership, the Color&Co brand was in the early stages of development, consisting of an innovative business idea and a powerful vision.
During this initial strategy phase, we were fully immersed within the Color&Co team supporting the go-to-market strategy, establishing key business metrics, and leading the technical strategy within the company. The goal was not to sell just a one-off product but to create a subscription D2C model that gives customers the freedom to direct their color journey and encourages customer retention.
Customer experience is where a brand’s essence, promise, values, and all that it stands for come alive. With this notion in mind, our team laid the groundwork to shape the Color&Co web experience with a design framework that was true-to-brand, unique and recognizable across L’Oréal’s competitive landscape.
A mobile-first and commerce forward UX system was constructed that streamlined time-to-task, accommodated fringe use cases and placed emphasis on platform requirements for video consultation.
Our team also engaged in a series of design workshops, producing over 120 user interfaces and an extensive UI toolkit for the marketing site and web software components. This process was complemented by guidelines produced by L’Oréal’s brand agency, Pentagram, promoting cross-channel consistency across the Color&Co brand universe.
Built on React.js, the website has several back-end software integrations including SessionM’s customer data platform, the latest in video conferencing technology and, in partnership with Publicis Sapient, the leading e-commerce platform. As with each previous phase of the project, we conducted a series of user tests to ensure real feedback was being considered both early and often.
Testing & Launch
In December 2018, prior to a full launch, Color&Co and Hathway released a version of the site to friends and family. Performing this comprehensive beta test allowed us to discover any missed opportunities and disruptions in the customer and consultant journey. After applying necessary site changes informed by the testing phase learnings, we launched colorandco.com in May 2019.
The End Result
With the demand for e-commerce and digital convenience at an all-time high, it’s no surprise that Color&Co’s target audience has been exceptionally receptive to this first-to-market salon alternative. The subscription-based business model is building stronger relationships with customers while also introducing new streams of predictable revenue, improving customer retention and creating a built-in marketing base.
- Customer experience strategy
- Content strategy
- Ecosystem strategy
- Customer journey mapping
- Customer data platform integration (SessionM)
- E-commerce integration
- UX/UI strategy and design
- Responsive web and mobile development
- User testing and validation