Bridging the gap: dipp enhancing L’Oreal Professional Paris’s campaign planning process

The perfect liaison between designers and product managers

L’Oreal Professional Paris, under the L’Oreal Professional Product Division, had been creating monthly campaigns from scratch each month, unknowingly replicating the same process from the ground up. This meant each repeating campaign had brand new briefs, design layouts, and messaging types.

By standardizing much of this repetitive process, L’Oreal PPD built a scalable design system based on previous campaigns. Using dipp as a bridge between business requirements and visual production needs, L’Oreal PPD's campaign planners and design department streamlined their workflow, making it more efficient and consistent.

Before dipp

As is the case with most of our clients before adopting dipp, the approach to campaigns preparation was always on a ‘one-off’ basis. In other words, every campaign was treated as a unique instance, not connected to past campaigns and will have no influence on future campaigns. While brands may realize it or may not notice, there’s definitely a visual cadence and consistency from one campaign to another (at least there should be). 

Working with dipp

One of the first things we did at the start of our collaboration was look at past campaigns and look for visual trends. Sure enough, some strong patterns emerged from one month’s campaign to the next, from one quarter to the next.

Based on this, with our co-pilot program, we built layouts that would achieve both:

• Consistent brand language and campaign presence
• Maximum flexibility to accommodate the variety of products and offers L’Oreal PPD runs on a monthly basis.

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 to the brand asset library.

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 fit into an existing layout, designers would simply prepare the decorative elements, allowing campaign planners to create new campaigns as needed.

This streamlined approach led to the development of a comprehensive and scalable campaign design system. It simplified the campaign creation process and significantly enhanced both brand and campaign consistency.

From the design side of things, a comprehensive and scalable campaign design system was built up. This not only allowed for a simpler campaign process to take place, it also greatly strengthened brand consistency and campaign consistency. 

Conclusion

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.