Unveiling the Email Engagement: A Peek into L’Oréal Paris from an Estée Lauder Advocate
Introduction: The Resurgence of Email Marketing:
In the modern digital era, the old-school email marketing is not an artifact but a thriving reality. As a part of our academic endeavor, my team and I embarked on an expedition to understand the email marketing strategies of competitors to the brand we are following, which in my case, is Estée Lauder. I chose to delve into the email experience of L’Oréal Paris, a direct competitor to Estée Lauder. My journey began at the official website of L’Oréal Paris, a beautifully designed platform with moving images of models and products that instantly piqued my interest.
Navigating the Sign-up Voyage:
As I navigated to the ‘My Account’ icon and was redirected to the sign-up page, the simplicity and clean layout were comforting. The background seemed to represent activated charcoal or a similar raw material, reflecting a subtle aesthetic appeal. The process to create a new account was straightforward and easily visible, and I proceeded to sign up via email. The account registration required basic information along with an optional survey consisting of personal preferences like skin concerns, skin tone, hair color, and hair type. While these questions might appeal to female users and assist in tailoring product recommendations, being a male, I found them less enticing, albeit I answered all for the sake of completion.
The Welcome Email: A Mixed Bag:
Upon registration, a warm welcome awaited me on a page titled, ‘Welcome to your L’Oréal Paris Beauty Profile’, where I could personalize my profile for exclusive benefits. Shortly, a welcoming email landed in my inbox with the headline, ‘Yubin! Welcome to L’Oréal Paris!’. The email featured images of four models from diverse ethnic backgrounds, showcasing the inclusivity of L’Oréal products. However, as I scrolled down the email, the initial impression of elegance started fading. The email was cluttered with numerous sections leading to different parts of the L’Oréal website, from product ranges to their commitments and even their Instagram page for makeup trends and tutorials. The lack of simplicity and an overflow of information were somewhat overwhelming, making the email feel more like a common advertisement rather than an exclusive welcome.
In conclusion, the alignment of email design with the brand’s aesthetic could significantly enhance the user experience and engagement. Analyzing L’Oréal Paris’s email marketing strategy has broadened my perspective on brand communication through emails, shedding light on areas of improvement for a more refined and user-centric email engagement.
