For L’Oreal, mobile is a cornerstone of a smart marketing strategy that encompasses many channels. Especially for the company’s Redken brand, a 360-degree mobile effort focuses on custom mobile experiences for a variety use cases: cosmetology students learning in a classroom, professional hairdressers working in a salon, and consumers on the go looking for products or services. For each one, the company takes a different approach, and all have become highly successful.