L’Oréal Paris relaunches its USA website integrated with desktop, mobile features

France-based cosmetics company L’Oréal Paris is relaunching its US website LorealParisUSA.com, which will include a first-to-market content production and syndication partnership with AOL.

The firm described the new site as the first major one to be designed for all devices, made easy to navigate for users on desktop computers, tablets and mobile phones.

The site is designed to share product and content recommendations based on stated characteristics, individual preferences and observed behaviour.

For example, if a user selects ‘green eyes’ from her desktop computer, the site will suggest complimentary cosmetic products and educational content on her phone while she’s in the drug store aisle.

L’Oréal Paris USA president Karen Fondu said the firm’s mission is to help women become their most confident and beautiful.

"Today we are applying the same expertise to our digital presence with the debut of the new LorealParisUSA.com," Fondu added.

"This is the first-ever personalized, totally responsive site that will revolutionize the way women experience beauty and help them become their own beauty expert."

According to the firm, the new site contains a FIND YOUR SIGNATURE BEAUTY service, which offers tailored product suggestions through My Beauty Picks.

The site also contains editorial content Beauty Library and advice from beauty pros Genius Tools and Consultations.

The firm said the new site’s MY BEAUTY PICKS is programmed to recognise and respond to all types of beauty preferences, and helps women to identify the right products, regimens, and looks for them based on their individual characteristics and current style.

LorealParisUSA.’s BEAUTY LIBRARY comes with an extensive collection of articles and videos, which allow women to explore products and research trends that inspire them.

The GENIUS TOOLS & CONSULTATIONS service features a online consultation suite that provides expert advice from L’Oréal Paris’, besides the CONNECT WITH L’ORÉAL PARIS tool helps to connect with the brand on social networking sites such as Facebook and Twitter.