L’Oréal houses some of the most well-known cosmetic brands across price points – including Maybelline, Essie, Urban Decay, Kiehl’s, Georgio Armani, and its eponymous L’Oréal Paris. Based on a BuzzFeed insight that consumers like product round-ups that feature a diversity of price points, we worked to create a L’Oréal first– a program that spanned the entirety of its lines and brands.

We kicked off with a Make-up Look Generator. Users could mix and match eye and lip looks, instantly adding the products required for the final look to a universal checkout cart.

Beyond driving conversions, we analyzed which looks drove the highest conversions and created additional articles to test relevant products, like nudes (remember the obsession with “no makeup makeup?”) and wearable glitter (the beginning of the maximalist pushback to minimalism).