The new Lancome.com is the first step toward a larger digital flagship model—one that balances branding with eCommerce. We took a data-driven approach that influenced the design and overall site UX. This allowed us to strip content down and organize it based on user behavior, leading to streamlined paths to purchase while maintaining Lancôme’s unique French flair. We also analyzed click behavior, which lead to a consolidated, visual navigation. Editorial landing pages and the new beautiful brand timeline immerse users in the world of Lancôme. The site reestablishes Lancôme as an exclusive luxury brand—for women of every age and ethnicity.