L'Oreal Paris is officially re-launching LOrealParisUSA.com, and it will feature content through a syndicated partnership with AOL.
The website is also be the first by a major beauty brand to be designed for all devices - so users will experience a uniform, easy-to-navigate site whether they log on from their desktop, mobile phone or tablet.
"The new LOrealParisUSA.com was created using responsive design, so that no matter how users access the site, they will experience the same beautiful content," explains Barry Wacksman, executive vice president, Chief Growth Officer at R/GA, the digital agency behind the site's re-launch.
Wacksman continues, "The launch represents an extensive collaboration between L'Oreal Paris and R/GA, and by using the latest technologies to customize and optimize user experiences, we've built a best-in-class, device-friendly resource that adapts to fit every woman's preferences and needs."
The website will help make shopping for beauty products easier by sharing personalized product and content recommendations, based on stated characteristics, individual preferences and observed behavior. The site will "remember" this information - and sync it across all of the users' different mobile devices.
For instance, if a user selects "green eyes" while viewing the site on her desktop computer, the site will suggest complementary cosmetic products and educational content, which she will be able to access on a smart phone while in the drugstore aisle.
Karen T. Fondu, president, L'Oreal Paris USA, said: "L'Oreal Paris' mission, as the leader in beauty product innovation, is to help women become their most confident and beautiful. Today we are applying the same expertise to our digital presence with the debut of the new LOrealParisUSA.com."
Fondu continued, "We know the way women shop and live is changing rapidly everyday so we created the ultimate digital beauty experience that seamlessly adapts to her needs.This is the first-ever personalized, totally responsive site that will revolutionize the way women experience beauty and help them become their own beauty expert."
Connect with the brand on Facebook at facebook.com/lorealparis and on Twitter @LOrealParisUSA.