2019 Silver Best Digital Performance

Agency: Code Worldwide

Client: L'Oreal Matrix

Campaign Name: Club Matrix: a category-defining programme

Campaign Overview

How do you build a relationship with someone you can't talk to? When L'Oreal tried to improve links with salons, this was their problem.

Distributors were fiercely protective of their relationships with salons, blocking dialogue. A solution was needed that would make everyone happy.

Strategy

Club Matrix (CMX) is ground-breaking.

Previous systems couldn't talk to salons or hairdressers, giving them the support they needed.

CMX became the only global professional brand initiative at L'Oreal that's ever enjoyed digital face-to-face time.

Code London’s strategy hinged on distributor buy-in to the concept, providing technical development, warehousing and funding.

A pretty big ask - especially since the audience wanted to protect their relationship and forbade direct contact with the salons.

But the solution built in their needs too: a win-win for everyone.

Creativity

CMX is a global first for the B2B salon industry.

It builds L'Oreal brand awareness and creates value for hundreds of UK salons. It allows them to view and order products, and access inventory data.

Creating direct communication with salons, the platform is visual and intuitive.

It helps booking system Matrix and partners identify market share opportunities. Matrix uses a CMS to showcase new products, from shampoos through to coffee machines, in a style to suit a salon audience.

Matrix now serves distributors better, giving reps visual business tools that drive brand engagement. Marketing assets are managed centrally, giving them up-to-date information about products and services.

Content created by the team's celebrity stylists and artistic directors encourages salons to come back for hints and tips.

The digital toolkits offer everything from artworks to hashtag guidelines, videos and tutorials; meaning less print waste.

Results

• A CMX salon spends nine times more than non-CMX salons
• During roll-out, salons registered on the CMX loyalty program increased spend +3.95%, while non-CMX accounts declined -5.67%
• In 2018/19, registered salons accounted for 59% of Matrix/Biolage revenue
• The free marketing and education hub hosts 400+ downloadable assets to professionalise and simplify salon marketing

The Team

Jenna Wilson, Online Manager, L'Oreal - Karin Behmoaram, Marketing Manager, L'Oreal - Stuart Craig, Systems Engineer, Code Worldwide - Janet Swalling, Project Manager, Code Worldwide - Chris Lord, Developer Architect, Code Worldwide