L'Oréal MAPS Retail Program

This deliverable is the field playbook I built for a west coast Cell BioPrint pilot. Ulta loaned us a back-of-house treatment room; L'Oréal provided the MAPS scanner, derm coaches, and a sell-in target. My job was to make the experience feel premium while still hitting attachment rates for the Vichy routine.

The PDF covers the entire stack—traffic modeling, queue signage, staff scripts, CRM capture, and the nightly recap template that rolls MAPS scans into sell-through reporting. Every component had to be plug-and-play so store managers could run the activation without agency support.

• Guest journey: wayfinding, appointment handoff, post-scan recommendation flow, and shelf adjacency map for featured SKUs
• People ops: roster and shift plan for beauty advisors, derm coaches, and Ulta management touchpoints
• Data hygiene: MAPS capture checklist plus a lightweight HubSpot import so email and phone consent stayed compliant

Think of it as a turnkey activation kit—something a regional education lead can open on Monday and launch by Friday.

The MAPS device is magical, but the retail environment introduces messy realities:

• Queue chaos: walk-ups, pre-booked guests, and curious shoppers all converged on the same tiny treatment room
• Compliance risk: MAPS captures derm-grade photos; we had to triple-check consent scripts so Ulta could store the data
• Attach-rate pressure: the pilot only made sense if each scan converted to a 3+ product basket
• Staffing bandwidth: beauty advisors already had planograms and credit-card quotas; training had to respect their real workload
• Reporting gap: L'Oréal needed nightly visibility into scans, sales, and sampling to decide whether to scale the program

This playbook resolves those friction points so brand, retailer, and shopper all get value from the activation.

1. Traffic + Staffing Model

Mapped dwell time for each activity (scan, education, product walk) and backed into an hourly throughput number. That dictated the number of beauty advisors per shift and when to bring in the derm coach.

2. Queue + Space Layout

Converted a hallway into a branded waiting zone using collapsible signage, QR check-in, and a mirror table of tester product. Keeps guests engaged and prevents blocking Ulta's normal traffic.

3. Education Scripts

One page per persona (teen acne, new mom, 40+ repair) so advisors could move from scan insights to a tailored regimen without fumbling through the MAPS UI.

4. Attach-Rate Toolkit

Bundle builder worksheet, sampling triggers, and a drawer map showing exactly where the hero SKUs lived on shelf. Goal: 3 products, $140+ basket.

5. Reporting + Escalations

Nightly recap template (scan counts, conversion, issues), WhatsApp escalation tree, and the Monday recap that rolls into HQ dashboards. Ensured brand, retail, and education leads saw the same numbers.

Store Kit

• Editable queue signage, QR check-in cards, shelf talkers, and mirror clings
• Space plan diagram for treatment room + adjacent merchandising bay
• Shift calendar with who owns scanning, education, closing

People + Training

• Role-specific scripts (Beauty Advisor, MAPS Operator, Store Manager)
• Launch-day run of show with checkpoints every 30 minutes
• Knowledge base links to derm science talking points

Data + Reporting

• MAPS scan log sheet with consent checkboxes
• HubSpot-ready CSV template for CRM ingest
• Dashboard mock that rolls scans, baskets, and sampling into a single view

• Scripts beat signage: the fastest lever for improving conversion was tightening advisor language, not adding more displays
• Less tech, more prep: spending an hour on shift modeling saved entire days of onsite troubleshooting
• One source of truth: nightly recaps forced L'Oréal, Ulta, and agency teams to react to the same metrics
• Make it printable: stores still love physical binders—every asset shipped as PDF + editable file
• Escalation plans calm nerves: giving the team a pre-approved escalation tree removed hesitation when tech hiccups hit

Why This Matters: Retail pilots live or die by operations. This project shows how I translate brand strategy into tightly-run experiences that protect partner relationships and hit revenue goals.