YSL BEAUTÉ

WeChat Mini Programs are lightweight, built-in applications operating within WeChat—the dominant instant messaging super-app integrated into daily life in China. They allow users to access millions of services, ranging from games and e-commerce platforms to public services, without requiring standalone app downloads.

Access to WeChat’s Existing User Base

As sub-applications within the WeChat ecosystem, retailers can tap directly into WeChat’s existing user base without undergoing intensive initial user acquisition.

Customer Acquisition Across WeChat

Brands can leverage integrated official accounts, WeChat group sales operations, and WeChat Moment ads to drive customer acquisition and boost online conversion rates.

Lower Development Costs

WeChat Mini Programs deliver native-like mobile app functionality while requiring significantly less time and capital investment than standalone iOS or Android applications.

Step 1: Understand the Audience

To ensure data-driven decision-making, L’Oréal partnered with data intelligence platform GrowingIO. Analysis of member demographics and purchasing behaviour on the YSL Beauté WeChat Mini Program revealed several unexpected insights.

Member Structure

User Interviews

To contextualise these metrics, we conducted qualitative interviews with 10 male and 5 female active members to address two core questions:

1. Why does a female-oriented beauty brand have a predominantly male active user base on this platform?
2. Why do gift set products account for such a high proportion of overall sales?

The Main User Personas

Key Findings

GIFTING
as the primary driver

• Unlike traditional e-commerce platforms, the vast majority of YSL Mini Program users buy products as gifts, explaining the dominance of gift set sales.
• Expert buyers frequently use discount third-party channels for personal purchases. The official Mini Program serves primarily as a premium gifting destination, attracting a higher proportion of male buyers.

Step 2: How Might We Create a Better Gifting Experience?

Identify the User Challenges

Mapping the two user groups revealed barriers across discovery, product selection, and the perceived value of buying through the official channel.

USER GROUP 01 · CASUAL / AMATEUR BUYERS

Limited awareness and access

Casual buyers have limited awareness of the YSL Mini Program. While WeChat Moment Ads use algorithmic targeting, these buyers rarely search for beauty keywords within WeChat, preventing the platform from categorising them as target users for ad campaigns.

Uncertainty when choosing a gift

Non-expert buyers face decision paralysis when trying to select products that match the recipient’s preferences.

“I’m not sure if she’d love my gift. There are just so many colors for just one kind of lipstick!”

USER GROUP 02 · BRAND ENTHUSIASTS & EXPERT BUYERS

The value of the official channel was not clear

Some expert consumers remained unaware of the added value offered by official channels compared to third-party seller pricing.

The original interface failed to highlight luxury differentiators such as bespoke gift packaging and custom engraving, leading to drop-offs among target users.

“I didn’t know the engraving services on mini program.”

As the solo product designer, I structured a collaborative workshop to translate research insights into actionable product features: brainstorming, evaluating, and prioritising capabilities.

Participants: Solo Product Designer, 1 Marketing Lead, 1 Data Engineer, 2 Target Users

1. Review user research findings and align on core problems.
2. Brainstorm targeted feature concepts to address identified friction points.
3. Prioritise features based on impact and effort, and define long-term design principles.

WORKSHOP SYNTHESIS: Translate problems into specific features.

Design Principles

I synthesised the workshop outcomes into three principles to guide the product’s long-term direction.

01
Supportive + Socialised

Guide buyers through complex choices while leveraging social sharing.

02
Insightful + Actionable

Deliver tailored product recommendations linked to immediate purchase paths.

03
Exclusive + Premium

Reflect YSL’s luxury heritage through high-end digital touchpoints and unique services.