L’Oréal Paris has staged a first for mass beauty, launching a multi-category loyalty reward program, named Worth It Rewards.

Rewards will be offered across the brand’s four categories, cosmetics, hair color, hair care and skin care, and customers will be able to cash in their points on retailer gift cards, magazine subscriptions and beauty consultations, as well as philanthropic causes via the L’Oréal Women of Worth program.

Points can be redeemed seamlessly by linking existing retailer loyalty cards to a Worth It account, which will automatically collect points as and when the user buys a L’Oréal product. Five points will be added for every dollar spent on L’Oréal products.