L’Oreal
During my time as a Senior Visual Designer at L’Oreal, I was immersed in the world of a global powerhouse in the beauty industry. L’Oreal's commitment to innovation and creativity provided the perfect platform for me to play a pivotal role in crafting the visual narratives for numerous B2B and B2C brands.
Through mediums such as emails, web content, landing pages, and video editing, I have the privilege of bringing these brands to life. My creative contributions not only enhanced the aesthetic appeal but also significantly shaped L’Oreal's brand story. With a 40% increase in engagement on CRM as well as creative directing top performing media assets. This allowed the company to connect with millions of devoted consumers across diverse channels, leaving a lasting impression.
Year
2020-2024
Role
Visual Designer, UX/UI Designer, Video Editor
Tools
Adobe Creative Suite, Figma, Sketch, Microsoft Office
Project
So Color Certification
My main goal was to create a user-friendly and easily navigable portal customized for product certification. My aim was to establish a platform enabling users to effortlessly navigate through the certification process with the highest level of convenience and efficiency. As Matrix’s target users would be salon professionals, I developed a platform that enables users to complete a course and obtain a certificate, enhancing their product knowledge and earning trust from their clients.
Time
2 weeks
Role
Lead UX Designer
Tools
Figma, Sketch, Miro
Problem
It’s challenging to access precise information regarding product usage, making it difficult for professionals to demonstrate their expertise with the product. Certifications for a wide range of products are not available, leaving professionals without official recognition. This absence of certification hinders the ability of professionals to enhance client trust. A dedicated user portal for Matrix product certification is currently non-existent.
Qualitative + Quantitive Data Acquisition
The project primarily targets professionals, as the product is only accessible through licensed purchases at retailers and online. Through a survey served to our professional audience via email, we collected data that provided insights into the preferences of our professional audience. Questions were asked that provided both qualitative and quantitive data.
Learnings
• More educational content available on product use
• Certification
• Digital education for remote learning
• Specific product education
Persona 1
Rachel Venery, 23
Recent Graduate, Salon Employee
“I want to learn more about the products my salon carries and show clients they can trust me as a new stylist”
Personality
• Loves watching Instagram reels on her phone
• Inspired by all things colorful and helping clients express themselves
• Passionate about fashion, makeup and hair
Frustration
• Wants to be able to get most of the product information in video format
• No in-person experiences
• Not enough free virtual classes
• Not able to build trust with new clients
Persona 2
Sharon Connors, 45
Experienced Salon Owner
“I do a lot of curly and coily hair and need to know if this product will suit my clients hair-types”
Personality
• Is a pillar in her local community
• Caters to mostly black and hispanic clientele
• Centers her family and is busy with them outside of work
Frustration
• Needs to be able to digest educational content quickly
• In-person experiences
• Wants to feel up-to date on current trends with clients of all ages
Information Architecture
Customized Certificate
Designing a Personalized and Dynamic Certificate
To craft a meaningful connection with our audience and instill a sense of accomplishment, I designed a personalized certificate that was both editorial and vibrant. This custom certificate can be seamlessly shared across social media platforms, websites, or proudly exhibited in-salon. Furthermore, the template is thoughtfully customizable to cater to future product courses making sure its relevance and has longevity.
Solutions
• Offering certification makes users feel the product is important
• Professionals are always looking to grow their knowledge
• Professionals are more likely to return to a brand they feel they can grow with
• Educating professional audiences on products helps them gain confidence to use the product routinely
Project
Video & Static Ads
In 2023, I assumed responsibility for Creative Direction and asset production at Matrix Media. The media I designed surpassed the benchmarks within L’Oreal's entire Professional Product Division. Below, I have outlined the top-performing pieces of media I created, supported by metrics.
Benchmark
$15 ROAS
Role
Creative Direction
Tools
Adobe Photoshop, Adobe After Effects
Summer Blowout
I created this asset as part of my experimentation with GIF implementation on social media platforms and HTML5 banner placement. The primary aim was to assess user engagement. I ensured that the asset was vibrant, aesthetically pleasing, and concise enough to convey the intended message before diverting attention.
Performance
$39 ROAS
0.73% LCTR
Bright attention grabbing colors
On-theme for Summertime
Highlighting sale hero products
Simplified information
Wins
SoColor Secret 6
The SoColor Secret 6 initiative aimed to revolutionize brand engagement by gamifying the experience. By introducing a mystery element, the initiative selected six unique shades and created buzz around a secret deal, withholding the details until a later reveal. This approach sought to intrigue and captivate the audience, fostering a sense of anticipation and exclusivity around the brand's offerings.
Performance
$24 ROAS
0.42% LCTR
Step by step with formulas
Storyline
Lo-fi, authentic
Clear before and after
Wins
Best in Balayage
The Best in Balayage campaign was a strategic effort to highlight the smooth blending of the new Tonal Control color line with trusted products. By showing how these products work together seamlessly as a complete package, the campaign effectively conveyed to professionals how easy it is to incorporate the Tonal Control range into their current routines. This integration enhances their skills and boosts their creativity while making them feel comfortable trusting a new product.
Performance
$40 ROAS
0.24% LCTR
Step by step with formulas
Storyline
Lo-fi, authentic
Clear before and after
Wins
Learnings
• Professionals want to see impact of a product
• Formulas and before-and-after transformations can provide tangible, real-life examples
• Consumers want to see themselves in the hair and have an example to show stylists
• Product centric media may confuse consumers as they are not professionals
Food for Soft
Project
For this project, I adopted the concept that dry hair is a universal issue that can resonate across all races and identities, regardless of hair type. I utilized a variety of mediums to craft a comprehensive launch that exuded inclusivity, vibrancy, optimism, and charm.
Role
Creative Direction, Digital Design
Tools
Adobe Creative Suite
Email Campaign
Our quest is to foster inclusivity and entice more Gen Z audience to gravitate organically towards our brand. Our primary goal with this CRM launch was to captivate consumers through email content that celebrates their distinct individuality, all the while showcasing the exceptional features of our products.
Teaser
Launch
Restock
SMS Reminder
Arthur the Avocado
I am delighted to introduce our official mascot for this launch, Arthur the Avocado. I utilized Adobe Illustrator to bring him to life and he is ready to make a grand debut just in time for our upcoming launch. This means that we now have the freedom to seamlessly integrate Arthur into our content whenever the need arises (see example on left).
Retail Banners
Enhancing Engagement with Inclusive Representation and Vibrant Imagery on Retail Placements
Inclusive, vibrant, and enjoyable, our aim was for consumers to interact with content that resonated with their unique individuality while highlighting the value points of our products.
Influencer Mail-Outs
Education in Product Centric Mail-Outs
Packages showcase unique features, aiming to educate influencers and followers while emphasizing inclusivity of various hair types. We strive to create a community where education, diversity, and creativity enhance the influencer and audience experience.
Pop-Up
Creating Product Desirability with an Engaging Pop-Up Experience
In order to enhance the appeal of the product, a dynamic pop-up event was organized, designed to captivate consumers' interest and drive desirability. The event featured complimentary product samples and a delightful serving of chips and guacamole, aimed at cultivating an interactive and engaging experience for the attendees. This approach sought to elevate consumer engagement while showcasing the product's appeal in a youthful and memorable manner.
Influenster
Broadening Our Consumer Base
In a strategic move to enhance product allure and foster stronger customer interaction, our team orchestrated a hero-themed takeover of the Influenster Beauty Box. The primary objective was to captivate the interest of their extensive consumer audience and establish a loyal customer base by providing enticing sampling experiences and exclusive discounts.
Learnings
Significance of joining major trend moments like the Metaverse and partnering with established brands to access crucial data.
Considerable opportunities for Matrix to expand our audience, build brand credibility, and obtain valuable consumer insights by strategically utilizing these marketing approaches.
Significantly enhanced companies' market visibility and foster more meaningful connections with their desired demographic.
