L’OREAL / LA ROCHE-POSAY

Content strategy and mapping, audio scripts, UX writing,

Agency: Ustwo

THE BRIEF

Create a coaching programme for L’Oréal’s first digital coaching experience, Spotscan+ Coach, combining dermatology backed skincare with everyday support to build healthy skincare — and mental health — habits.

THE WORK

To help users establish a solid skincare routine and feel more confident in their skin, I worked with the L’Oreal and Ustwo team to develop the content strategy, and write the coaching audio scripts and UX copy across the app.

This included:

  • Mapping content across 21 days, themes and topics, with 7 touch points per day, including greetings, tips, questions and facts.

  • Researching and writing 21 audio scripts for the coaching programme, following legal and medical guidelines.

  • Developing UX copy including onboarding content to introduce the app and explain its features, instructions, labels, signposting, tooltips and error messaging.

THE RESULTS

  • 90% of beta users said they were more motivated to be consistent with their skincare

  • 92% of beta users said using Spotscan+ Coach has had a positive impact on their perception of La Roche-Posay

  • 74% of beta users felt their skin had improved

  • iF Design Award: Most outstanding design of 2025

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