Lancôme partners with R/GA to redesign digital experience

L’Oréal-owned beauty brand Lancôme has partnered with global creative innovation company R/GA to relaunch Lancome-usa.com, unveiling a reimagined digital experience that coincides with the brand’s 90th anniversary. The new platform has been designed as a seamless, customer-first hub that strengthens loyalty and deepens engagement with modern beauty consumers.

R/GA was tasked with defining a strategic vision and digital experience that amplifies Lancôme’s brand equity, attracts a broader audience, and delivers a mobile-led, data-driven design. The agency’s approach focused on optimizing product and service placement while creating connected experiences aligned with evolving beauty shopping behaviors.

Data-driven redesign focused on customer experience

Nicole Orofino, global head of digital design and experience at L’Oréal: “Calling this simply a ‘website’ would be an understatement. We reimagined a brand platform for Lancôme USA. Teams across the world have collaborated to engineer a transformative, highly personalised experience. We’ve moved beyond transactional interactions into truly connected consumer engagement, powered by data driven design.”

The redesign was informed by a mix of qualitative and quantitative research, including over 3,000 survey responses, in-depth interviews, and R/GA’s proprietary First Best Customer segmentation. These insights guided a solution balancing customer expectations, business goals, and brand identity.

Modular design and personalised loyalty features

Built on a refined design system, the new site features modular content cards, scalable templates, and adaptive frameworks that adjust to user needs. A key component is the enhanced Loyalty Hub, which integrates past purchases, Beauty Advisor conversations, and My Lancôme Rewards into a personalised Beauty Shelf — a central destination for skincare, makeup, and fragrance.

Ryan Wareham, SVP Managing Director, R/GA EMEA: “It was a privilege to partner with Lancôme on this project and to reimagine their digital presence — a collaboration that was deeply rooted in strategic design and innovation. Our approach was centred on leveraging deep customer insights to create a customer-first digital ecosystem. We were able to craft and realise a vision that elevates the brand’s iconic status while providing a personalized experience that speaks to the modern beauty consumer.”

A strategic shift in Lancôme’s digital engagement

The redesigned Lancome-usa.com represents more than a visual overhaul; it marks a strategic shift in how the brand connects with audiences. Led by R/GA’s EMEA team, the new experience launched on October 13 in the United States, with a global rollout to follow. The platform reinforces Lancôme’s position at the forefront of luxury beauty, blending heritage with modern digital innovation.

www.lancome-usa.com

www.rga.com

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