Boost L'Oréal's average basket thanks to the “Double your chances” mechanism

Introduction

How to boost the average basket by adjusting the number of items purchased per customer? This is the challenge we took up with L'Oréal between April and June 2025 at Intermarché, by increasing the number of units purchased in the makeup category.

Challenge

L'Oréal wanted to increase the number of products purchased by its shoppers. The challenge was to encourage consumers to enrich their shopping cart with complementary products from the makeup range. As part of this operation, the specific objective was to encourage the purchase of mascaras.

Strategy

We have implemented a Brand Focus strategy with an innovative double mechanism: “Double your chances by buying 1 mascara”. This approach makes it possible to highlight a priority range (mascaras) while communicating across the entire L'Oréal brand, creating an effective upselling and cross-selling effect.

A partnership that has been built over time

Since 2024, we have built a relationship of trust with the L'Oréal group. This collaboration was built on the implementation of specific solutions, perfectly adapted to the needs of the group, which has numerous brands covering several product categories.

An engaging mechanism to boost conversion

The operation was deployed on the “Promotions” pages, the “Face” and “Makeup” sections, as well as in the search results. The “Double your chances” mechanism creates a powerful incentive effect: the more eligible products the shopper buys, the more his chances of winning increase. This gamified approach naturally encourages the purchase of several references.

Our feedback

The results demonstrate dual mechanics to boost conversion over a specific range. The ability to massively recruit new buyers (80% of recruitment) while reaching non-consumers in the category (84% first-time buyers) perfectly illustrates the power of the system.

Following these excellent results, numerous other campaigns are planned across several L'Oréal categories, confirming the effectiveness of our approach.

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