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Case Study · Creative Direction

Turning beauty
into content,
creators & commerce.

Beauty became media.
Media became commerce.

As Creative Director for L'Oréal Spain, I led the brand's digital transformation — connecting tutorials, creators, products and purchase into one seamless ecosystem.

Client
L'Oréal Spain
Role
Creative Direction
Scope
Digital
Transformation
The Impact

Beauty went digital,
at record speed.

L'Oréal became one of the most digitalized beauty companies in the world — accelerating its leadership in e-commerce, content, services and consumer experience.

Source — L'Oréal 2020 Annual Results

+62%
E-commerce growth
in 2020
26.6%
Of group sales from
e-commerce in 2020
+52.6%
E-commerce growth
in Q1 2020
~20%
Of sales from
e-commerce, Q1 2020
01 / The Challenge

Consumers were no longer waiting for brands to tell them what to buy. They were watching tutorials, following influencers, comparing products and learning from people they trust.

How do we build a beauty ecosystem that lives where beauty culture is actually happening?

Creator filming a beauty tutorial
02 / The Strategy

From campaign-led to an always-on beauty platform.

We stopped interrupting beauty culture and started powering it — turning every touchpoint into a step toward purchase.

01 Social media became the new beauty counter.
02 Influencers became educators and guides.
03 Tutorials became product demonstrations.
04 E-commerce became the final step in a content journey.
From Tutorial to Cart — beauty content to commerce strategy diagram
03 / The Idea

Turn beauty advice into a commerce engine.

Tip
Look
Tutorial
Products
Buy
Tutorial still — @martamlec applying the look
Voluminous Lash Tutorialby @martamlec
Products used in this look
Infaillible 24H Foundation
€16,95
Lash Paradise Mascara
€13,95
Color Riche Lipstick
€11,95

Empowering millions of women to learn, create and express their beauty.

Beauty Democratization

Through tutorials, creators and community, we made beauty more accessible, more inclusive and more real.

Create
Community
Commerce
What We Built

An ecosystem where content and commerce are the same motion.

Social & Content
Strategy
Influencer & Creator
Ecosystem
Tutorials & How-To
Content Platform
Shoppable Video &
Social Commerce
E-Commerce & Product Integration
My Role

Leading the vision, the teams and the build — from brand storytelling to the commerce stack that made it convert.

Creative Direction Digital Transformation Social Media Strategy Influencer Ecosystem Content Platform Social Commerce E-Commerce Integration Video Commerce Brand Storytelling
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