On 5th June 2025, the 7th edition of the Mobile Learning Awards (MLA) honoured our clients’ best digital initiatives. After presenting the winners of the Native Training and Integrated Training awards, today we shine a light on the Best Launch Award, which recognises the exemplary success of the deployment of a new mobile learning app.

Three criteria guided the jury’s assessment in this category:

• Launch strategy, praised for its ability to mobilise all players involved and to ensure a smooth adoption of the app,
• In-app activity and experience, assessed through the relevance of the editorial communication and the level of engagement generated among learners,
• Results and impact, gauged through the increase in usage, the quality of engagement and the ability to sustainably integrate the app into teams’ daily routines.

This year, the award was presented to La Prairie for the launch of their Cobalt Club app. We examine the project’s key strengths, and the best practices it offers.

THE WINNER

Founded in Switzerland, La Prairie is a luxury skincare brand, renowned worldwide for the scientific efficacy of its formulas, exceptional ingredients and elegant universe. The brand has always cultivated the union between innovation, performance and sophistication, striving to provide its clients with an unrivalled experience.

With this pursuit of excellence in mind, in December 2023, La Prairie rolled out its mobile training app, the Cobalt Club, which can now be accessed in more than 70 countries. The platform was designed as a one-stop learning hub for all Beauty Advisors (BAs), whether in-house employees or external consultants working for distributors.

THE COBALT CLUB LAUNCH

Clear and ambitious goals

The Cobalt Club project had two strategic priorities:

• To digitise the learning culture: switching from an LMS only used by part of the retail teams, to an inclusive mobile application, available to all of the Beauty Advisors, irrespective of type of market or working environment.
• Ensuring universal accessibility: enabling each person to train anywhere, anytime with a strong and simple promise: “Learning is a click away”.

From the outset, the application was designed not only as a training tool, but as a space for dialogue and interaction between the brand and its ambassadors worldwide.

A collaborative launch strategy

The Cobalt Club launch was based on a glocal strategy, combining a global vision with local support. Several standout initiatives marked the launch:

• 4 regional kick-off events, bringing the teams together to share the vision and foster engagement.
• A clear and inspirational video teaser to introduce the app and its features.
• Custom-branded merchandise (e.g. stickers, tote bags and branded items) distributed to in-house influencers and Beauty Advisors at local events.
• A support toolkit shared with administrators and influencers in the field: presentations, tutorials, visual assets, launch kit, etc.
• A centralised communication plan overseen by head office and directly involving brand experts to interact on the app.

Thanks to this structured and inclusive approach, the Cobalt Club resonated strongly on all the markets, with a rapid uptake by the teams.

AN ENGAGING LEARNER EXPERIENCE

An interactive and inspiring wall

At the heart of the application, the Cobalt Club wall acts as a lively news feed. Short publications, impactful visuals and videos inspired by social networks punctuate the communication. Each publication is designed to be clear, engaging and action-driven, and is often connected to a more in-depth piece of training content.

The 360° strategy, in which each product innovation cycle is accompanied by several posts, explores different angles, from science to the market’s success stories, sales advice and cultural perspectives.

A comprehensive and accessible catalogue

From its launch, the Cobalt Club featured more than 60 courses, available in 12 languages, covering product knowledge, sales techniques and the customer experience. Early on, the offer was expanded, with content regarding cross-functional capabilities and soft skills.

To make learning more energising, the formats draw inspiration from modern digital practices, with short, impactful videos reminiscent of TikTok and limited series à la Netflix, such as “the Selling Angles” on sales techniques. This editorial choice, which is both modern and intuitive, fosters engagement and regularly brings Beauty Advisors back to the application.

NOTEWORTHY RESULTS

The post-launch indicators confirm the Cobalt Club’s success:

• 86% penetration level, with learners returning frequently to the app.
• 93% course completion level: proving that once engaged, learners see their courses through to the end.
• 91% engagement level on the wall, a true driving force of the community.

Beyond figures, the Beauty Advisors’ feedback was extremely enthusiastic: they praise the variety of formats, the quality of videos, the playful aspect of challenges and the chance to reconnect with the brand on a daily basis.

IN SUMMARY: BEST PRACTICES TO KEEP IN MIND

La Prairie’s launch of the Cobalt Club is a model of success, combining a clear strategy, an immersive experience and tangible results. Here are a few best practices worth noting:

• Mobilise all levels of the organisation, from head office to local teams.
• Propose a full launch kit, supporting smooth onboarding of the app on every market.
• Curate a lively and structured editorial wall, aligned with the innovation cycle.
• Opt for a robust and multilingual training offer, to ensure accessibility.
• Adopt modern and social media-inspired formats to grab attention.

With the Cobalt Club, La Prairie is demonstrating how mobile learning can become a genuine lever of engagement and cohesion for learners, while remaining true to the brand’s elegance.