The Moodies – Electronic/Mobile Commerce
Best Electronic or Mobile Commerce
Winner
L’Oréal Travel Retail Asia Pacific – Atelier Cologne Custom Luxe Overhaul 2023 with CDFG
In April, L’Oréal Travel Retail Asia Pacific completed a 360-degree digital revamp of French perfumery Atelier Cologne, strengthening the brand’s presence with China Duty Free Group (CDFG). The redesign aimed to enhance visual consistency, aligning with the atelier’s uplifted luxury persona. The new brand image offers an immersive and informative online shopping experience, highlighting flagship products in the Asia Pacific duty free market.
The rebranding incorporated comprehensive product details to inform and attract potential customers, especially Chinese travellers. L’Oréal Travel Retail aimed to “design a digital platform that captures user attention, ensuring they equate Atelier Cologne with the epitome of luxury.” Previously, Atelier Cologne adhered to a standard retailer ecommerce module, which L’Oréal challenged to transition towards a tailored module on CDFG.
This customised approach enabled Atelier Cologne to present its brand story, ethos and products in an engaging manner through high-quality imagery and design elements. The freedom of a tailored module allowed L’Oréal Travel Retail to not be constrained by a one-size-fits-all design, resulting in layouts that draw and retain users.
The French artisanal perfumery’s persona is inspired by nature
Before the ecommerce renovation, from January to March 2023, Atelier Cologne’s average online sentiment (brand favourability) stood at 90%. The period post-redesign, spanning from April to July 2023, saw this sentiment rise to 99%, indicating a near-perfect score in brand appreciation and consumer satisfaction. Overall online sales in China surged by +9% compared to the previous month, highlighting positive resonance of the new design with consumers.
The customised module allowed Atelier Cologne to create visual consistency
Post-revamp in April, Atelier Cologne achieved consistent double-digit year-to-date (YTD) growth for three consecutive months. Between April and July, the average YTD growth exceeded +55%, confirming the redesign’s role as a catalyst in driving business and reinforcing the fragrance brand’s stronghold in luxury ecommerce. The results not only highlight the success of L’Oréal Travel Retail’s strategic revamp but also emphasise its ability to align brand elevation with tangible business outcomes in a competitive digital landscape.
The Moodie Davitt eZine The Moodies 2023
The Moodie Davitt eZine is published 15 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail sinead@moodiedavittreport.com