Striking visual design in a new mobile-first website to drive competition entries and event ticket sales

The L'Oréal Professionnel Colour Trophy competition provides a unique combination of creative hairdressing, acclaimed judges and live fashion shows to find the best stylists of the year. The competition provides stylists from across the UK with a unique opportunity to showcase their talent on a national stage, thereby raising their personal profile and bringing significant exposure for their salon.

L'Oréal Colour Trophy Awards homepage on an iPad

Status helped L’Oréal create a striking new visual experience and responsive site layout that incorporates a refreshed navigation structure and simple, clean page layouts to provide easy access to competition entry information and other essential content. The new site offers a seamless and enjoyable experience for all users regardless of the choice of device.

Someone voting on the People's Choice Award on an iPad

New features introduced to the site include online entry submission and digital voting systems for the judges. We also introduced a new ‘People’s Choice’ feature to allow the public to vote for their favourite regional finalist. As people vote they're invited to share their vote on social media, giving further publicity to the competition, the entrant and their salon.

lorealApplicationLaptop.jpg

A bespoke CMS was also included to provide L’Oréal’s competition management team with the ability to update the site as the competition progresses, and to manage entries and export voting results.

The User Experience

Rebecca from Gallery 108
Meet Rebecca…

Rebecca is a proud double North East Regional winner of the L’Oréal Colour Trophy. At the age of just 24 she opened her first salon, Gallery 108 in Gosforth, Newcastle. 

 

“When I launched the salon I really wanted to use the worlds ‘award winning’ to set us apart from the competition – it encourages people to visit for the first time and it gives clients the security that you are good at what you do, so those two words make a huge difference.

When I started the entry process I used the L’Oréal Colour Trophy website to gather all of my entry information and also to study past winners as I wanted to create something unique, different to previous winners. I also used the site to keep up to date with the competition news, such as when they released news of the celebrity judges.

The entry process was really easy – submitting your model pictures online makes it really simple and you know immediately whether they are successfully received or not – the hard part is waiting for the results!"

Results

The impact of the work delivered by Status

84% Increase in unique visitors

Improved SEO strategy expanded visibility of the competition within organic search

9.6% Increase in competition entries

New features, improved content and simplified UI design increased the number of people entering the competition

351% Increase in traffic from social channels

Refreshed content strategy increased engagement with target audience on social media, driving more traffic to the site

Judges page on an iPhone Schedule page on an iPad

Sound Interesting?

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