Campaign

Lancôme

Objectives

Lancôme wanted to roll out a national campaign that could automatically adapt to each internet user’s context, while promoting its brand universe and iconic signature.

The objectives:

Personalize the message according to the user’s location or search.
Roll out a scalable campaign, avoiding the manual production of thousands of creative variations.
Distribute on the web and in the SNCF Connect app, with a perfectly consistent approach across both environments.
Optimize the accuracy of contextual targeting while preserving the brand’s creative elegance.

Scenario

The Lancôme campaign runs in two waves, each relying on a specific personalization mechanism.

Wave 1: Geolocation-based personalization

The system uses the user’s geolocation to identify the closest city among more than 15,000 cities in France.
The creative then displays a personalized message:
“La vie est belle in [city]”

Thanks to ADventori’s automation:

the city name is automatically inserted into the creative,
variations update in real time,
no manual production of thousands of city-specific visuals is required.

This first wave delivers strong local personalization while preserving the premium aesthetic of the fragrance.

Wave 2: Search-based personalization

The second wave relies on the user’s search data.
For example, if a user searches for a Paris → Marseille trip (on SNCF Connect, for instance), macros embedded in the creative automatically retrieve the destination they looked up.

The banner then adapts by displaying:

the destination linked to the user’s search,
a contextualized message,
a consistent rendering across both web and app environments.

This approach aligns Lancôme’s communication with each user’s intent, without requiring complex tracking.

Results

135K

creative variations

The campaign enables Lancôme to deploy large-scale personalization while significantly streamlining production operations:

Automatic generation of thousands of creative variations, eliminating the need to manually produce the 15,000 city-specific versions × 9 formats — a total of 135,000 variations.
Successful local and contextual personalization, powered by geolocation and retrieval of user-searched destinations.
Seamless deployment across both web and the SNCF Connect app, ensuring a consistent experience across environments.
Significant time savings for teams, with a DCO setup that replaces several weeks of manual production.
Maximum flexibility, enabling messages to adapt continuously to each user’s context.

DCO allows Lancôme to deliver elegant, contextualized communication perfectly aligned with its brand universe — at a scale impossible to achieve with static production.

Data used