L’Oréal — Real people, real influence

Collage featuring the L'Oreal Paris logo, a smartphone displaying a beauty influencer PROFILE, and Yves Saint Laurent makeup products, with a background of diverse smiling women.

L’Oréal’s aim for customer engagement is to drive culture as much as conversion. For this COVID-era Salesforce Innovation Center (SIC) engagement, we partnered with L’Oréal’s digital team to explore how everyday fans could become powerful advocates with personalization, community, and trust.

The result was a vision for a social commerce community powered by micro-influencers, supported by L’Oreal advisors. We brought the concept to life through a personalized Experience site called Réal People. and a robust Salesforce backend. The concept resonated with L’Oreal, leading to an expanded investment in Salesforce technology and helping position L’Oréal as a Dreamforce main keynote customer in 2022.

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DISCIPLINES
UI/UX Design
Campaign Strategy
Brand & Identity

TOOLS
Figma
After Effects
Adobe Photoshop
Keynote

Watch the vision video

Background & Objectives

As a leader in beauty and innovation, L’Oréal was looking for new ways to build deeper relationships with consumers—especially in the shifting retail landscape during COVID. Traditional influencer campaigns weren’t always scalable or credible, and the brand saw untapped potential in empowering everyday customers to become influential voices in their own networks.

The engagement aimed to:

  • Showcase how Salesforce could support consumer-led marketing at scale

  • Create a system where loyalty and advocacy were built into the experience

  • Help L’Oréal stand out among its competitors with a bold, people-first strategy

Instagram post featuring a minimalist interior with a wooden table, a white vase, and decorative objects, with a shadow of a plant cast on the wall. Additionally, a woman smiling outdoors wearing a navy beanie, scarf, and coat.
Screenshot of a beauty shopping app profile page featuring a woman with curly hair and a yellow hat, makeup brushes at the top, and sections showing beauty products, personal information, and social media links.
Close-up of a pink, glittery, textured surface.
Close-up of a pink glittery textured surface.
Instagram direct message screenshot featuring a profile of Rizaul Blanco, a hair care consultant, with a message button and a suggested post of Kerastase Elixir Ultime Deep Treatment Hair Care Set, along with social media icons.
A solid pink circle
Blank light-colored textured wall
Women smiling and laughing, standing in a row indoors, some resting their arms on each other, with a large wooden bar overhead, on a website promoting connection and community.
A mobile webpage featuring L'Oréal Paris advertisements, promoting the 'Women of Worth' recognition for inspiring women, with a black background and golden stars, and a section highlighting holiday gift ideas for men.

Concept & Strategy

1. Réal People

The core idea reframed customers not as endpoints, but as active participants. The campaign concept—Réal People—celebrated everyday consumers and turned them into brand ambassadors through smart data and personalized experiences.

A close-up of a light pink textured surface in a circular shape.

2. Personalized Experience Site

A dynamic site experience was designed to help users explore products, share their favorites, and receive tailored recommendations based on behavior and sentiment while creating natural moments for social sharing.

3. Vision Video

Given the constraints of the pandemic, we decided to create a vision video. The format allowed us to demo the tech and strategy, and give L’Oréal’s leadership a tool they could share broadly among stakeholders.

A smartphone displaying a TikTok video of a woman with curly hair and makeup surrounded by Kérastase hair care products, including shampoo, conditioner, and styling products.
Close-up of a textured, reddish-pink surface.
A smartphone displaying the L'Oreal Paris app with a photo of diverse happy young people, surrounded by Kérastase hair care products on a table.
Open MacBook Pro displaying L'Oréal customer relationship management dashboard on a wooden desk with a teal mug on the left and a plant in the background.
Close-up of a textured, pinkish-colored surface, possibly a makeup blush or eyeshadow.
A woman on a live video shopping stream smiling and wearing wireless earbuds, with product information for a hair care set displayed at the bottom.
A plain pink circular background.

The vision video blended storytelling and product to pitch the power of consumer-led influence.

Watch the vision video

Results & Reach

The demo was presented to L’Oréal’s Chief Digital Officer and became a key asset in shaping ongoing conversations with the brand, moving them toward a more inclusive, participatory approach to digital commerce. This project led to L’Oréal being featured as our Dreamforce 2022 main keynote customer, where the story of personalization and customer engagement remained front and center.

By 2025, the brand launched L’OrealStar , a multi-brand loyalty platform for micro and nano influencers, built on Salesforce technology and closely aligned with the original Réal People vision.

A woman stands on a stage in front of a large screen, taking a photo of the screen with her phone. The screen shows a presentation slide with a person smiling on a smartphone screen, overlayed on a colorful illustrated background of clouds and trees. The audience is seated in front of the stage, watching the presenter.
A black and gold Yves Saint Laurent clutch purse, four red lip gloss tubes with black caps, and an open compact powder with red blush are arranged on a white marble surface.
A woman sitting at a desk with a ring light and computer, surrounded by large screens displaying various people's face emojis, in a setting resembling a virtual meeting or video call collage
Close-up of a pink, textured surface, possibly foam or fabric.
A plain, light pink textured surface or background.
A woman in bright pink pants and a floral blouse is speaking on stage at a conference, with a large screen behind her displaying images of a hand holding a mobile device and a digital landscape. The audience is seated in front of her, with purple curtains and stage lighting.
Close-up of a pink glittery textured surface.
Two presenters at a conference, standing behind a curved digital display that reads "L'Oréal Groupe" with colorful LED lights, in front of a large audience seated in a hall with purple curtains and a car in the background.

In addition to designing the demos, I created in-room assets, including the motion graphics shown on the Demo Desk.

Close-up of a textured, reddish-brown surface, possibly a fabric or material with a rough pattern.
Watch the Dreamforce demo