L’Oréal Brandstorm is an annual innovation competition that challenges young entrepreneurs to develop disruptive solutions within the beauty industry. For 2025, L’Oréal sought groundbreaking products, services, or technologies that engage male consumers and redefine men’s self-care. The competition focused on leveraging technology, breaking cultural stigmas, and making self-care more accessible and engaging. Our team aimed to develop an innovative, integrated digital experience aligned with L’Oréal’s mission while ensuring a seamless and engaging consumer journey.
SkinCoach is an interactive, path-based AI tool that integrates directly with L’Oréal’s Beauty Genius platform to personalize men’s skincare recommendations. It is not a standalone app but an extension of L’Oréal’s ecosystem designed to provide a streamlined, engaging experience for users looking to improve their grooming routines.
From the outset, our vision for SkinCoach evolved through research and iterative development. Initially, we explored a range of solutions, including physical products and a gamified skincare selection process. However, extensive user research revealed that men prefer quick, accurate, and no-frills recommendations. With this in mind, we developed SkinCoach to provide an AI-driven experience that delivers personalized product recommendations and video-guided tutorials based on user responses.
The final product successfully delivered a fully functional prototype that included a path-based AI quiz designed to adapt to user input and create truly personalized skincare regimens. The platform incorporated guided video tutorials offering step-by-step instructions, making skincare approachable and easy to follow. Seamless integration with L’Oréal’s Beauty Genius ensured users could receive recommendations, track progress, and locate products at retail stores. The result was an engaging and accessible user journey that removed barriers and encouraged men to explore self-care in a simplified way.
SkinCoach was designed for men aged 18-34 who are interested in improving their self-care but may feel overwhelmed by the complexity of skincare. Research indicated that this demographic values efficiency and clarity in product recommendations. By streamlining the skincare experience, SkinCoach provided a direct and effective way for men to engage with self-care without unnecessary complexity.
My Role as Creative Director
As the Creative Director, Producer, and Business Developer, I was responsible for shaping the vision, content, and execution of SkinCoach. I led the branding and UX/UI collaboration by designing the SkinCoach logo, splash page, and other visual elements to create a cohesive identity. Working closely with the UX/UI designer, I ensured that the interface was intuitive and aligned with the needs of our target audience.
Beyond branding, I directed and produced all video content, overseeing the casting, filming, and editing process to create engaging tutorials. My role extended to makeup artistry and creative direction, ensuring that the project’s aesthetic was both authentic and visually appealing. Additionally, I spearheaded the research and business development efforts, leading both primary and secondary research initiatives. I conducted surveys and user interviews to refine our approach and played a key role in developing the pitch deck, positioning SkinCoach as a scalable and impactful solution for L’Oréal.
As the Creative Director, Producer, and Business Developer, I was responsible for shaping the vision, content, and execution of SkinCoach. I led the branding and UX/UI collaboration by designing the SkinCoach logo, splash page, and other visual elements to create a cohesive identity. Working closely with the UX/UI designer, I ensured that the interface was intuitive and aligned with the needs of our target audience.
Beyond branding, I directed and produced all video content, overseeing the casting, filming, and editing process to create engaging tutorials. My role extended to makeup artistry and creative direction, ensuring that the project’s aesthetic was both authentic and visually appealing. Additionally, I spearheaded the research and business development efforts, leading both primary and secondary research initiatives. I conducted surveys and user interviews to refine our approach and played a key role in developing the pitch deck, positioning SkinCoach as a scalable and impactful solution for L’Oréal.
During the first month, we focused on research and concept development, conducting preliminary surveys and user interviews to identify key challenges in men’s skincare adoption. We debated between creating a physical product or a digital solution, ultimately deciding on an AI-driven experience. Our initial concept was a character-building skincare selection tool, but user testing revealed that men preferred efficiency over gamification, leading us to refine our approach.
In the second month, we transitioned into prototyping and content development. We pivoted toward video-driven tutorials, recognizing their effectiveness in engaging male consumers. During this phase, I cast talent, secured a studio, and led the filming process to create high-quality instructional content. At the same time, we structured the AI quiz to ensure it delivered accurate and personalized recommendations.
The third month was dedicated to refinement and execution. We finalized the Figma prototype, ensuring a seamless user journey from product discovery to recommendation delivery. I edited and refined video tutorials to enhance clarity and accessibility, while also producing the final pitch video, incorporating motion graphics, strategic storytelling, and a polished user experience. By the end of this phase, we had a fully functional prototype ready for submission, demonstrating the impact of SkinCoach within L’Oréal’s digital ecosystem.
SkinCoach successfully bridges the gap between men and skincare, leveraging AI and interactive tutorials to simplify self-care. Through a rigorous iterative process, we developed a solution that is personalized, effective, and culturally relevant. As Creative Director, I ensured that the visual identity, content, and user journey aligned with L’Oréal’s mission, delivering a high-impact, scalable solution tailored to modern male consumers.
Producing & Directing – Led the entire production process, from casting to filming, ensuring high-quality and engaging content.
Editing & Post-Production – Managed video editing, motion graphics, and final refinements to create a seamless user experience.
Creative Direction – Developed the visual identity, branding, and storytelling elements to align with L’Oréal’s vision.
Makeup & Skincare Industry Expertise – Curated product selections and ensured authenticity in tutorials, bridging self-care and beauty for men.
Business Strategy & UX/UI Collaboration – Worked closely with designers to create an intuitive interface and positioned SkinCoach within L’Oréal’s Beauty Genius ecosystem.