Inspired by the US launch of the iPhone in June 2007, L'Oréal Paris and Nurun seized the opportunity to develop the first beauty portal specifically designed for mobile platforms. The plan was to introduce www.iphone.lorealparis.com in November 2007, to coincide with the iPhone's European launch and thereby capitalize on the media buzz. The team set three objectives for this mobile initiative: enhance the image of L'Oréal Paris as a leader and innovator, especially in the eyes of influential early adopters; add another layer to the brand's interactive communications; and use this pilot project as the first step toward developing a broader mobile strategy.

While they increasingly reject or ignore brand messages, today’s consumers are eager to embrace branded services and tools. Building from this insight, Nurun conceived the mobile application as an integrated, interactive support center that places all of L’Oréal Paris’s beauty expertise at the consumer’s fingertips, on demand and at the point of need. The iPhone site extends the central promise of the brand’s main Web property – “Can I Help You?” – retooled for mobile access.

The L’Oréal Paris iPhone site offers selected content from the main brand website, chosen for its relevance for mobile access: product information; advice on hair, makeup and skincare; a skin analysis with personalized product recommendations. Videos present advice and tips from the brand’s hair and makeup gurus. With a single click, the user can contact the brand’s call center for individual assistance. Nurun designed this revolutionary application with an eye to efficient ergonomics, fluid navigation (browsing with a fingertip is less precise than with a mouse), and to high-quality visual rendering, as befits the world’s leading beauty brand. The site is optimized for both low and high bandwidth, so that users can choose the option that suits their location and means of access.

The return on investment sought by our client did not translate into site traffic or conversions. L’Oréal Paris looked instead at positive brand image and learning to gauge the initiative’s success. Media buzz far exceeded expectations, judging by the number of articles hailing L’Oréal Paris as a pioneering, innovative brand. The brand now has the ability to track the true level of interest among consumers for mobile services. L’Oréal Paris can conduct mobile marketing experiments from this platform, and apply lessons learned to the many brands and target audiences of L’Oréal Paris.