L’Oréal Immersive Beauty Concepts
Web Platform
L'Oreal
1.5 week sprint
2024
My Role
Led overall creative vision and experience strategy for all three concepts.
Defined aesthetic, UX, and storytelling direction across brands (YSL Beauty, Maison Margiela REPLICA, and L’Oréal cross-brand Photo Contest).
Collaborated with product, 3D, and sales teams to align creative storytelling with feasibility and business impact.
Designed presentation decks, motion studies, and concept assets used for the final RFP pitch.
YSL Beauty “Over Red Poolroom”
Concept
An editorial-style digital experience inspired by YSL’s bold, rebellious identity. The world immerses users in a mirrored poolroom drenched in YSL red — a surreal, cinematic expression of confidence and seduction.
Moodboard:
Storyboard:
Prototype: https://preview--pool-game.lovable.app/
Experience Highlights
Gestural navigation reveals suspended products reflected in liquid light.
Slow-motion camera arcs create a campaign-like feel in real time.
Designed visual system to merge luxury filmcraft with interactive UX.
Result
Set the creative tone for the pitch and became the visual centerpiece of the presentation.
Mockups:
2. Maison Margiela REPLICA: “Scratch-Off Memory Game”
Concept
A poetic interactive that lets users uncover fragrances through memory. The mechanic mimics the act of recalling a scent, each scratch reveals imagery, words, and textures tied to a REPLICA perfume.
Moodboard
The visual direction drew from Maison Margiela’s signature restraint minimal, intimate, and intentionally unhurried, layered with tactile textures that evoke the Replica fragrance line’s theme of memory. Soft lighting, muted tones, and editorial design references created a sense of quiet elegance, while details like worn surfaces, handwritten type, and linen-inspired backdrops suggested warmth and lived-in intimacy.
Emotive Experience FlowThe experience was designed to unfold like a sensorial arc. One that echoed the quiet drama of uncovering a memory. Each stage of the flow was mapped to an emotional beat: from the initial Invitation, where a cinematic fly-through animation sparked intrigue, to the tactile Game Start, which introduced a sense of playful enjoyment. As users progressed through the scratch-off mechanic, they were met with encouragement through elegant pairing visuals, leading to a moment of surprise when winning messages were revealed. The final step then receiving a complimentary fragrance delivered a feeling of gratification, bringing the journey full circle.
Design Focus
Created a multi-layer scratch animation system simulating scent revelation.
Designed UI for sensory depth — soft blur, film grain, ambient audio loops.
Thematically tied to REPLICA’s tagline: “Smells like a memory.”
Result
Became a show-stopping demo in the RFP presentation, praised for originality and emotional resonance.
Mockups:
Shu Uemura: Photo Submission Contest Experience
Concept
Designed an immersive beauty experience for Shu Uemura, focused on community creativity and brand engagement.
The experience invited users to submit, vote, and share photo entries inspired by Shu Uemura’s signature artistry. Users could explore branded looks, shop curated products, and view live winners while the brand team managed content directly through a built-in CMS interface.
Product & UX Lead
Directed end-to-end experience strategy — from ideation to clickable prototypes.
Led cross-functional brainstorms with product, creative, and engineering teams.
Authored the full Product Requirements Document (PRD) defining user flows, feature prioritization, and CMS logic.
Supported the sales team by pitching the value proposition and designing the RFP presentation.
Design Objectives
Empower creativity through community-driven participation.
Simplify moderation via brand-side CMS tools for approval and publishing.
Bridge inspiration and commerce by linking beauty looks directly to shoppable product content.
Experience Flow
Submit: Users upload beauty looks inspired by the campaign theme.
Moderate: Shu Uemura’s team reviews and approves entries in a private CMS dashboard.
Vote: Approved submissions go live for community voting and sharing.
Shop: Users explore featured looks, products, and influencer recommendations.
Celebrate: Winners displayed in a dynamic, editorial-style gallery.
Key Features
Integrated CMS: Admin moderation tools for brand-side approval workflow.
Gamified Voting: Live count animations and leaderboard dynamics.
UGC Commerce Bridge: Shoppable tags linking looks to product SKUs.
Cross-Brand Scalability: Modular system adaptable for other L’Oréal brands.
Requirements:
High Level User Experience Flow:
CMS Post Feed Approval Flow:
Design:
Conclusion
RFP Win: Secured partnership following final presentation!! (yay!)
Timeline: Concept, PRD, and presentation delivered within 1.5 weeks.
Internal Feedback: 9.5/10 for clarity, creativity, and technical feasibility.
Framework Reuse: Template system that can be later adapted for additional L’Oréal Group brands or other brands and partnerships.