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L’Oréal ContentPro

Insight

Countless influencers produce content for beauty products.

L’Oréal wanted to build a platform to help influencers create quality content while increasing brand awareness. The platform provides a complete ecosystem to interact with, learn and share experiences while being rewarded for their contributions.

A tablet and smartphone display a website for Content Pro with the headline Join Brand Teams. The background shows a person wearing round sunglasses in blue and pink lighting. The site features a Get Started button.

Idea

A unique community.

First born as a website with limited functionality, the second generation of L’Oréal ContentPro is an app that provides a digital ecosystem for a unique community.

ContentPro features collaborative projects, product reviews, social commerce and exclusive benefits, and the extensive gamification system rewards active members, while elevating quality and increasing user engagement.

A smartphone displays a profile page in an app with a circular photo of a smiling woman, user stats, and navigation icons, set against a purple background with large, blurred text reading “THE APP.”.

Curated projects

Projects are curated missions for influencers, creating content according to the project guidelines and then submitting, on approval ProPoints and perks are earned.

Two smartphones display a beauty app featuring Maybelline Super Stay Matte Ink liquid lipsticks in various shades, with options to participate in a product trial. The background is a gradient of dark purple.
Six smartphones display a vibrant fashion-themed mobile app interface with colorful sections, user profiles, missions, exclusive content, sharable images, and navigation icons on a dark purple background.

Teams

Teams allow creators to specialise on the topics and brands they love. Each team is unique and specific missions have special perks and provide more bonuses.

Social commerce

Influencers can create links within content and become an affiliate for L’Oréal products. In depth analysis and reporting tools help influencers track their sales performance on many levels.

Two smartphones display a fragrance product page with an image of a perfume bottle and a sales performance report with dates and figures on a purple background.
Two smartphones display a beauty product review app. The screens show LOréal Revitalift moisturizer, a search bar, product highlights, steps to write a review, and navigation icons, all on a purple background.

Rate and review

Creators can rate L’Oréal products on selected affiliate websites and earn ProPoints. All meaningful comments are rewarded, irrelevant of their rating score. This creates a community of reviewers and first-time buyers while building trust.

Impact

A sophisticated content creation platform.

The app was downloaded by 18k people on its soft launch, prior to any advertising and thanks to the gamification mechanics and improved curation systems, the number of inactive visitors on the previous iteration are greatly reduced. The product rate and review system act as a bridge between pro-visitors and first-timers, elevating brand loyalty and trust.

  • 18k

    Downloads during soft launch

  • 4.0

    Average app rating

  • 550

    Average pieces of content created daily

  • 300%

    Increase in active visitors

A digital interface mockup displays various user profile cards, product images, points, statistics, buttons, and shopping elements in shades of purple, white, pink, and gold, arranged in a scattered, floating layout.

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