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As a global beauty leader, L’Oreal wanted to ensure its marketing and retail strategies were fully aligned with changing consumer expectations in the UK and European markets. Specifically, the business sought to understand how customers engaged with its in-store and digital campaigns, and how different beauty and skincare product ranges were perceived against competitors. The goal was to identify the messages, visuals, and touchpoints that would best drive purchase and brand preference.
Skopos delivered a tailored programme of creative and campaign testing, leveraging both online quantitative surveys and qualitative forums with target consumers. In-store audits were also conducted to capture real-world shopper interactions with point-of-sale displays, merchandising, and promotional activity. This multi-layered approach provided a complete view of both the emotional drivers behind beauty purchases and the practical impact of L’Oreal’s retail presence.
The research highlighted which creative executions and messaging resonated most strongly, as well as where competitors were outperforming. Insights directly informed refinements to campaign content, tone, and channel mix, enabling L’Oreal to sharpen its brand communications and optimise in-store impact. As a result, the business was able to strengthen its positioning in the beauty market and drive greater cut-through with both new and existing audiences.
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