Essence, a young cosmetics line of Cosnova, is the most successful entry into the cosmetics market in the past years. Essence is an economy-priced beauty line for modern women and girls who want to use the right makeup and colors to match any outfit or occasion. In close cooperation with Gerasch, based in Darmstadt, Germany, AOE launched a new Internet platform including an accompanying campaign portal (“5 Happy Years”) to celebrate the five-year anniversary of the most successful market entrant in the cosmetics industry.
Gerasch Communication designed a new web platform based on TYPO3 in celebration of the fifth birthday of the Essence brand. AOE was tasked with implementing the web agency’s designs. The design and look-and-feel are targeted at the mainly female, teenaged audience.
To reach the target audience the portal comprises a number of different features, including AJAX chats, E-cards, Flash games, contests with great prizes and a wealth of tips and tricks. AOE was entrusted with implementing the design into TYPO3 and templating, which represented some technical milestones at the time, as the portal contains a large proportion of Flash-driven content. For example, Flash animations were integrated via SWF objects and overlaying semi-transparent PNG images had to be positioned on top of these Flash animations, causing some major browser incompatibility issues that had to be resolved.
The portal was given cross-browser compatible foldout navigation and implemented in ten languages. Converting the extremely sophisticated design, with its Flash content, transparent PNGs and Alpha Layers, into cross-browser-compliant code turned out to be one of the biggest XHTML challenges of any project at AOE to date.
Parallel to the company’s web platform, a campaign portal was launched celebrate the five-year anniversary of the most successful new cosmetics brand in the market. As part of the campaign “5 Happy Years”, AOE integrated customer loyalty features such as online chats and various contests – entirely Flash-driven. The campaign contests integrated registration functionalities and involved a virtual global journey. Site visitors could visit various locations and participate in activities, games, etc. Additionally, users were also given makeup- and product tips, and much, much more.
- TYPO3: Complex web content management integration based on the enterprise-class web content management system TYPO3 and integration of Flash-driven content
- Microsite: Creation of a dedicated TYPO3 microsite with numerous features to improve customer loyalty, including online chats, prize contests and activities
- Multilanguage: Integration of multilanguage tools to support the Essence campaign rollout “5 Happy Years” in ten languages
The online product and brand image was vastly improved by the innovative marketing tools utilized on the site. Similar to methods used at the company’s points of sale, the branding – high-quality products at unbeatable prices – is conveyed by practical skin-care and makeup tips.