KNOWLEDGE ON DEMAND
COTY is one of the world's leading companies in perfume and cosmetics.
The portfolio includes international top brands like Hugo Boss, Gucci, Jil Sander, Calvin Klein and Marc Jacobs – complemented by its own skin and suncare brand, LANCASTER. COTY Luxury Experts was meant to create a modular training system that brings together knowledge, application expertise and brand understanding in a digital B2B platform for beauty consultants across Germany, Austria and Switzerland. Our goal was to develop an e-learning experience that works intuitively, motivates and shapes the brand, one that doesn't just impart knowledge but makes it tangible.
Within selective distribution in fragrance, care and cosmetics, staging brands and conveying product and expert knowledge plays a key role. Together with the client, a learning architecture was created that deliberately guides users through different modules and brand worlds – clearly structured and visually high-quality. The content: interactive, practical and tailored to different learning types.
Both the content strategy and the UX design followed a clear mobile-first approach for maximum usability, since well over half of the roughly 14,000 users already access the content on mobile. Since the target audience of beauty consultants mostly visits the platform in their free time, more room was given to image and video production to balance knowledge transfer with entertainment. E-learning on advice-intensive products and type-appropriate sales situations combines with infotainment and editorial content, as well as varied online games and competitions, keeping motivation and individual progress high.
The digital training aims not just to impart knowledge, but to enable advice at a new level. The platform combines training, storytelling and community – from brand know-how to product application to sales psychology. This turns further education into a brand experience that combines knowledge with attitude – efficient, inspiring and available anywhere. This offering is complemented by regular digital livestreams, with attendee management also handled via the platform.
