Amazon · L’Oréal Luxe
Brand store · Mobile-first
Designing Lancôme’s mobile
flagship store inside Amazon
For Amazon’s L’Oréal Luxe partnership, I led design for the Lancôme flagship: a mobile brand store where every item stays one tap away.
- My role
- Sr UX Design Lead. Identified the opportunities, facilitated the solution direction and mentored ICs.
- Partners
- Partnering with Amazon product and engineering teams alongside the L’Oréal Luxe brand team.
- Subsequent Amazon roles
- Sr Manager, then Head of UX Design & Research for Consumables.
Walkthrough of the Lancôme store
Original mobile prototypes · Press play to preview
Shoppable live video
A how-to video plays right inside the storefront, next to the product it features.
Skincare guidance
A short Advanced Génifique video loop paired with the interactive Skin Care Advisor module.
Category browse & Virtual Try-On
Filtering lipsticks inside the brand store, then testing shades with Virtual Try-On on the product page.
Product strategy
Giving Lancôme control of the storefront
Where we started
Searching Lancôme returned 750+ mixed results
Typing “Lancôme” on Amazon pulled up over 750 mixed listings, led by another brand, with no brand introduction and unclear product value.
How we approached it
Fixing the full flow from search query to product page
We mapped how shoppers got from search to purchase and redesigned five steps: search, brand recognition, the welcome, the brand store and the product page.
What we designed
Making Amazon look like Lancôme
We added a Lancôme search banner, a video header, store navigation and brand modules on the product page.
How it works
Routing brand searches
straight into the flagship
The path starts in search, so we turned a Lancôme query into a direct way into the brand store instead of a generic grid of results.
What shoppers told us in research
“I saw that Instagram post by Lancôme.”
“Can Amazon help me identify the right Lancôme product?”
Shopper quotes and screens from our original purchase-flow research deck.
Outcome
Lancôme’s look and feel
with Amazon checkout
We gave Lancôme custom mobile navigation, shoppable video, the Skin Care Advisor and Virtual Try-On, each one tap from the product.
Learning how to meet a luxury brand’s bar inside a huge marketplace helped a lot later when we built R.LUX at Coupang. More Amazon work is in private case studies ↗