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Client: L'Oreal
The L'Oreal web site provides an interactive
look into cosmetics, fashion, and style for women of all ages and
ethnicities.
Client Challenge:
Part of L'Oreal's web site redesign effort was
an assessment of consumers' interest in learning about cosmetic
products using the Internet and their awareness of branded cosmetic
web sites. L'Oreal wanted to determine which new concepts and functions
were most appealing to their key customers and how to communicate
its strong brand image appropriately using its web site.
The Westport Company Response:
As part of our continuing relationship with L'Oreal, we conducted
focus groups with women of various ethnicities and ages who had
a wide range of Internet experience and sophistication. We asked
target consumers to compare the L'Oreal site with two competitive
sites and to share their reactions to the sites' content, styles,
and unique functionalities.
As a result, L'Oreal was able to guide its online development efforts
to reflect consumers' attitudes and reactions.
Methodologies Used:
competitive reviews
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