L'Oreal Brandstorm App
An AI-driven application that empowers the creator economy to promote L'Oréal's products seamlessly offline, online, and on-chain with an aim to elevate representation, reduce administrative efforts, and empower content creators to influence their communities.
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This project was a collaboration between
Siddhant Iyer, Conor Pacelli, Anindya Sinha & Naqiyah Mustafa.
Process, Ideation & Creation
When we started on this project. The most important question that loomed over us was, "How do we make it as inclusive as possible?". And that itself was a pretty difficult question. The main aim of this new product was to engage with communities and empower them. But that did not mean we just wanted to create a new platform for communities to log into and interact. We wanted to give them a reason to join the community. An incentive. While mulling over the idea of inclusivity, AI, and most importantly incentive, we came to an understanding that these days, every single person in our life is an influencer. Whether it is your mother, your best friend, or your partner. They all influence you to purchase things that they use or would like to share with you. And from there, our journey into this idea began. From a simple statement - "Everyone is an influencer."
Once our core idea had been set in, we began to research the scope of it. Most importantly - did something like this already exist? And if it did, then why did it not work? And if it didn't, then why had no one thought bout it before? Most often these are the chain of thoughts I normally go through in any project. I believe research is at the crux of any UX project and can make or break the entire idea. We began secondary research using the internet and gathered many articles, websites, and influencer pages discussing the news for small community influencers. Moreover the importance of the influencer industry. In a short time, the influencer industry had become a huge source of advertising for many companies as they saw it bring high profit and sales. This led us to our next step - primary research. We decided to speak to smaller influencers and discuss the potential our idea had and if it would actually create an impact in their life. Through our findings, we learned, that with the power of AI and the scope of influencer marketing in smaller represented groups and communities, our idea would allow inclusivity and create a new community around L'Oreal.
The application that we focused on creating was twofold. It would allow both Influencers to control how much they wanted to create and how much income they could make out of their content, as well as the app gave power to L'Oreal to create "Briefs" that would focus on their requirements. For example, a new skincare line was to be launched in the market and they required influencers to target this line and promote it. L'Oreal could easily use the app to create a brief that outlined the requirements, the information, and most importantly, "the incentive". This way both the influencer and L'Oreal kept a form of control over the content that was made and the makers could decide if the content aligned with what they wanted to create it. The app also gave opportunities for growth in the influencer community. There were targets and levels created so influencers could finish tasks and level up and grow in their influencer journey along with L'Oreal.
And finally, we give you Élevé. A beauty community by L'Oreal that supports inclusivity amongst influencers and promotes growth within them. The community allows every single person to become an influencer, no matter their age, gender, or background. It pushes the idea that as long as you are using certain products, and love to share about them, you are an influencer. And with this, L'Oreal makes their consumers loyal and open to sharing their experiences.
Here we highlight the app, which was created around the same guidelines that most L'Oreal consumer apps as well as their internal apps are set upon. The app is user-friendly, has easy navigation, and is simple to understand so it can be accessible by anyone and everyone. The backend of the app is heavily supported by AI and has features such as real-time analytics and also requires very little administrative investment. Along with being a platform to receive your influencer briefs and level up in your influencer community, it also has a community aspect where the users can share their posts for more reach and share thoughts and ideas on the platform which emphasizes a greater sense of community and diversity. The app's layout is kept simple and clean with hints of L'Oreal branding but using a new color palette as the stand apart from their other apps. The simplicity and usability of the app further push their target market to download the app and explore the potential of the community and the incentives.
