L’Oreal Professional Paris, under the L’Oreal Professional Product Division (PPD), faced a common challenge in the fast-paced world of e-commerce and digital marketing: their monthly campaigns were being created from scratch each time. This meant developing new briefs, layouts, and messaging for each campaign without leveraging previous campaign data. While this approach may have appeared necessary, it resulted in a lot of wasted time and effort on repetitive tasks.
The solution? Dipp's platform helped L’Oréal PPD standardize their design process, allowing their campaign planners and designers to build a more scalable and efficient system.
Like many brands before implementing Dipp, L’Oreal PPD treated each campaign as a one-off, isolated from past efforts. This approach led to unnecessary repetition, as new briefs and designs were created each month, even though many elements—like layouts, visual styles, and product promotions—remained similar across campaigns.
This lack of standardized processes created inefficiencies and missed opportunities for greater visual consistency.
Step 1: Discover and analyze the design patterns from past campaigns
The first step in the transition was analyzing L’Oreal PPD's historical campaigns to uncover recurring visual trends. With Dipp's Co-Pilot Program, we collaborated with the team to identify key elements that could be standardized and leveraged for future campaigns. Sure enough, some strong patterns emerged from one month’s campaign to the next, from one quarter to the next.
Step 2: Build standardized brand layouts for PPD
Based on this, with our co-pilot program, we built layouts that would achieve both:
Layouts were reduced to a handful of variations, all of which shared a similar basic structure. As for variable elements like background images, sales stickers and other decorative elements, we pre-designed those and added them to the brand asset library.
Step 3: Launched the new process
With this new process, the design team no longer had to produce one-off campaigns at the start of each month. Instead, they created new layouts only when necessary. If a campaign fits into an existing layout, designers would simply prepare the decorative elements, allowing campaign planners to create new campaigns as needed.
By adopting this new process, L’Oreal PPD saw significant improvements in their campaign planning workflow:
L’Oreal PPD has made big strides when it comes to monthly campaign creation. They’ve gone from creating one-off campaigns from scratch every month to templating a large portion of their campaigns, thus removing the need to re-create campaigns every month. On top of that, L’Oreal’s team was able to lock in a consistent branding experience for their customers and establish a strong visual consistency between campaigns, ultimately driving a more cohesive brand experience for their customers.
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