LANCÔME Thankful Week: Annual Omnichannel Flagship Campaign
For Lancôme’s premier "Thankful Week" promotion, I designed a high-conversion digital journey that balanced luxury prestige with commercial scale. By implementing an interactive countdown and a "Hot Air Balloon" visual metaphor, I optimized the user experience to drive immediate online sales and physical store traffic, successfully bridging the gap between digital discovery and in-store retail.
PROJECT TYPE
Landing page, e-commerce
YEAR
2020
ROLE
UXUI Designer
TEAM
Developer, project manager
TOOLS
Figma, Photoshop
Challenge
Elevating Lancôme’s biggest sale into a premium digital event. The goal was to manage high-volume traffic and aggressive promotions without compromising the brand’s luxury aesthetic or getting lost in a crowded market.
Impact
The strategy transformed the sale into an immersive event, increasing session duration and driving a 35% increase in sales from online to offline. This holistic approach successfully boosted revenue across both digital and physical touchpoints.
The Hot Air Balloon Experience
I developed an intuitive "Hot Air Balloon" visual metaphor to streamline category navigation, paired with geo-targeted CTAs that drove a 35% increase in online-to-offline conversions through integrated in-store bookings.
The Solution
I implemented a multi-staged UI strategy centered around storytelling and urgency. I designed an interactive teaser countdown to transform passive waiting into active anticipation. For the main event, I utilized a "Hot Air Balloon" visual metaphor as a dynamic navigational tool, allowing users to "float" through different product categories intuitively. To bridge the O2O (Online-to-Offline) gap, I integrated geo-targeted CTAs that offered exclusive in-store consultation bookings directly from the product landing pages.
Key Takeaway
Luxury UX thrives on balancing frictionless conversion with emotional storytelling. Visual metaphors can simplify complex promotional hierarchies while maintaining brand elevation, proving that high-stakes retail requires resonance, not just discounts.