Kiehls

Kiehl's Loyalty (pictured) and Lancôme Loyalty Program
Under the L’Oréal banner, Cassie was engaged to collaborate on loyalty programs for iconic brands Kiehl’s (Since 1851) and Lancôme. These projects required seamlessly integrating fresh UX strategies and vibrant, brand-aligned design within the constraints of a complex, heritage-based global site structure.

Working alongside Jess, a former Marketing Manager from Mecca (renowned for its highly successful loyalty program), Cassie approached the challenge with a keen understanding of user behavior and strategic brand elevation. Together, they reimagined loyalty experiences that retained Kiehl’s heritage and Lancôme’s luxury while introducing a dynamic, modern flair inspired by Mecca’s vibrancy.

The collaboration tackled:

UX Structuring
Designing user journeys and detailed flow diagrams to guide both marketing goals and technical feasibility.

Heritage Integration
Respecting brand history while elevating visual impact using existing guidelines.

Detailed Deliverables
Creating meticulously documented landing pages and ticket-ready assets for an overseas development team.

Pandemic-Adaptive Workflow
Transitioning from on-site collaboration at Lancôme HQ in Melbourne to a fully remote setup as the project progressed.

This project highlighted the synergy between two like-minded creatives working towards a shared vision. Jess’s expertise and passion, paired with Cassie’s hands-on design approach, ensured an engaging, thoughtful loyalty experience that met the brands’ ambitious goals.(