L'Oréal Professionnel
Timeline
2022 – 2023
Category
Web / Service
Industry
E-Commerce
Status
✅ Finished
View project
Overview
L’Oréal Professionnel is a world leader in the beauty industry, encompassing iconic brands like La Roche-Posay, Vichy, Matrix, and Biolage. My task was to design an integrated digital ecosystem that serves both retail customers and professional partners. This included building a high-performance e-commerce platform, a comprehensive educational portal for stylists, and over 15 landing pages for specialized product lines and courses.
My role
As the Product Designer, I worked independently to architect the digital presence of the brand’s professional division. My responsibility covered the entire spectrum of the product: from e-commerce UX and B2B service interfaces to the creation of a unified Design System that was later adopted by international branches beyond the CIS region.
The Challenge
The main challenge was to unify several distinct brands under a single, cohesive digital experience while addressing the very different needs of two core audiences: retail customers looking for products and professional salon masters seeking education and B2B tools. I had to create a flexible system that could support high-traffic retail sales while providing a robust, functional environment for the «L’Oréal Academy» training programs.
The Process
E-commerce Platform
The central hub of the ecosystem focuses on a high-performance shopping experience. I developed the complete UX flow, starting from the homepage which highlights new arrivals and bestsellers, through to the complex catalog logic. The platform features a sophisticated filtration system based on specific hair needs and integrates professional salon services like French Glossing directly into the journey. The interface follows a clean, minimalist aesthetic where the product remains the hero, supported by user-friendly product cards and a clear hierarchy of technical specifications.
B2B & Educational Platform
A specialized section dedicated to the professional community and the L’Oréal Academy. This portal allows stylists to manage their professional growth by signing up for masterclasses and tracking certification programs. I designed an intuitive training schedule and a simplified registration process to reduce friction. The content strategy for this block includes detailed program pages featuring timelines, speaker bios, and international certification details, reinforcing the brand's status as a center of professional expertise.
Product Landings
For every major launch, such as Chroma Crème, Metal Detox, or SteamPod, I developed a series of over 15 specialized landing pages. While each product line carries its own unique visual storytelling, the underlying structure remains consistent with the brand's global identity. These pages are designed to balance high-end aesthetics with performance-driven patterns, utilizing video demonstrations, ingredient infographics, and direct paths to purchase to maximize conversion for each new campaign.
Articles and Blog
I designed a dedicated content section featuring a modular UI Kit and templates. This allows the editorial team to easily layout professional long-reads, expert guides, and hair care tips. The layout includes specific grids for text-heavy content, engagement elements like quizzes, and curated product recommendations from brand ambassadors, ensuring the blog serves as both an educational tool and a driver for e-commerce sales.
Unified Design System
The entire ecosystem is built upon a foundation of a single, robust Design System. It encompasses everything from basic controls like buttons and inputs to complex navigation patterns and flexible card systems. By establishing uniform rules for typography, iconography, and color palettes, we ensured total visual consistency across the e-commerce store, the academy, and all promotional materials. This system became the single source of truth, enabling the brand to scale rapidly and maintain high design standards across all five blocks of the ecosystem simultaneously.
Results
The project successfully unified the brand’s digital presence, resulting in a robust Design System that scaled internationally. By optimizing the UX for the «L’Oréal Academy» and the e-commerce platform, we created a seamless bridge between professional education and retail sales. The unified B2B interfaces and training tools significantly improved engagement from salon partners, while the modular landing page system enabled the rapid launch of over 15 successful product campaigns. This holistic approach not only strengthened the brand’s digital authority but also established a high-performance standard for L’Oréal’s global e-commerce and educational initiatives.
Overview
L’Oréal Professionnel is a world leader in the beauty industry, encompassing iconic brands like La Roche-Posay, Vichy, Matrix, and Biolage. My task was to design an integrated digital ecosystem that serves both retail customers and professional partners. This included building a high-performance e-commerce platform, a comprehensive educational portal for stylists, and over 15 landing pages for specialized product lines and courses.
My role
As the Product Designer, I worked independently to architect the digital presence of the brand’s professional division. My responsibility covered the entire spectrum of the product: from e-commerce UX and B2B service interfaces to the creation of a unified Design System that was later adopted by international branches beyond the CIS region.
The Challenge
The main challenge was to unify several distinct brands under a single, cohesive digital experience while addressing the very different needs of two core audiences: retail customers looking for products and professional salon masters seeking education and B2B tools. I had to create a flexible system that could support high-traffic retail sales while providing a robust, functional environment for the «L’Oréal Academy» training programs.
The Process
E-commerce Platform
The central hub of the ecosystem focuses on a high-performance shopping experience. I developed the complete UX flow, starting from the homepage which highlights new arrivals and bestsellers, through to the complex catalog logic. The platform features a sophisticated filtration system based on specific hair needs and integrates professional salon services like French Glossing directly into the journey. The interface follows a clean, minimalist aesthetic where the product remains the hero, supported by user-friendly product cards and a clear hierarchy of technical specifications.
B2B & Educational Platform
A specialized section dedicated to the professional community and the L’Oréal Academy. This portal allows stylists to manage their professional growth by signing up for masterclasses and tracking certification programs. I designed an intuitive training schedule and a simplified registration process to reduce friction. The content strategy for this block includes detailed program pages featuring timelines, speaker bios, and international certification details, reinforcing the brand's status as a center of professional expertise.
Product Landings
For every major launch, such as Chroma Crème, Metal Detox, or SteamPod, I developed a series of over 15 specialized landing pages. While each product line carries its own unique visual storytelling, the underlying structure remains consistent with the brand's global identity. These pages are designed to balance high-end aesthetics with performance-driven patterns, utilizing video demonstrations, ingredient infographics, and direct paths to purchase to maximize conversion for each new campaign.
Articles and Blog
I designed a dedicated content section featuring a modular UI Kit and templates. This allows the editorial team to easily layout professional long-reads, expert guides, and hair care tips. The layout includes specific grids for text-heavy content, engagement elements like quizzes, and curated product recommendations from brand ambassadors, ensuring the blog serves as both an educational tool and a driver for e-commerce sales.
Unified Design System
The entire ecosystem is built upon a foundation of a single, robust Design System. It encompasses everything from basic controls like buttons and inputs to complex navigation patterns and flexible card systems. By establishing uniform rules for typography, iconography, and color palettes, we ensured total visual consistency across the e-commerce store, the academy, and all promotional materials. This system became the single source of truth, enabling the brand to scale rapidly and maintain high design standards across all five blocks of the ecosystem simultaneously.
Results
The project successfully unified the brand’s digital presence, resulting in a robust Design System that scaled internationally. By optimizing the UX for the «L’Oréal Academy» and the e-commerce platform, we created a seamless bridge between professional education and retail sales. The unified B2B interfaces and training tools significantly improved engagement from salon partners, while the modular landing page system enabled the rapid launch of over 15 successful product campaigns. This holistic approach not only strengthened the brand’s digital authority but also established a high-performance standard for L’Oréal’s global e-commerce and educational initiatives.
Kirill Kuchma
Product Designer
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