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Beauty

Multicultural management of web platforms

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Beauty

Service

Multicultural management of web platforms

Multicultural implementation and management of a website/e-commerce platform

A BRIEFOVERVIEW

The L'Oréal Group is one of the world's largest beauty products companies. Founded in 1909 by Eugène Schueller, L'Oréal quickly became a benchmark in the beauty industry. The company offers a wide range of products in the categories of make-up, hair care, skincare, fragrances and more.

With a global presence in over 150 countries, L'Oréal caters to a broad customer base and is represented by many well-known brands such as Lancôme, Maybelline, Garnier, Kiehl's, Redken and NYX Professional Makeup, among others. The French multinational is one of the Datawords Group's longest-standing partners, with over 20 years of collaboration to date.

As part of the development and expansion of its various e-commerce sites worldwide, L'Oréal called on the webmastering services of Datawords.

The challenge involved deploying and merchandising content for several of the Group's brands, while taking into account the cultural specificities of each market, ensuring agile and rapid management, and keeping website animation costs under control.

Datawords' role in coordinating the e-commerce sites of the L'Oréal group's brands (around 15 brands) involves managing all operations relating to the content of the brands' websites (e-commerce or otherwise), and coordinating the APAC, EMEA and LATAM markets. This primarily includes:

  • adding new content
  • resizing and adapting visual content
  • video processing (subtitling in different languages, for example)
  • localization of product sheets
  • setting up promotions and offers

Our collaboration involves working with the IMD (International Marketing Departments) of the L'Oréal Group's brands, in particular to create a master designed for cultural adaptation (definition of main content, integration into showcase sites, testing, etc.); we also work with the teams in the various countries to enable them to localize and manage content on their respective e-commerce sites: each country can therefore adapt the master to its needs, use its own launch calendar or catalog, and choose products according to the cultural context.

To meet L'Oréal's web site design and animation needs, we implemented a complete solution for the rapid management of brand sites, with 3 distinct components, adapted to the department concerned and the target objective.

1. Preparing the master for International Marketing Departments (IMD)
The first part of our collaboration involves preparing the master, i.e. the main content that will serve as a reference for the various localized versions of the websites. Completed for a dozen L'Oréal IMDs worldwide, and thanks to partners such as Salesforce for the technological aspect of deployment, this crucial step guarantees the delivery of culturally effective content, rapid site development and a significant reduction in content launch times.

2. Content deployment and localization
The master is then deployed on the various e-commerce sites, by country. We achieve this by using specialized tools such as Wezen for translation, and commercial and content management platforms, especially those developed by publishers such as Sitecore and Salesforce. This approach simplifies manual integration processes and enables websites to be launched rapidly in different languages, providing a consistent experience for international users.

3. Local website management operations
After these first two stages comes the last-mile adaptation, one of the Datawords group's specialties, with the creation and management of pages specific to each local market. For example, Datawords handles e-commerce promotions for brands such as Kérastase, Lancôme, Armani Beauty and Maybelline. The webmastering process consists of various stages, such as:

  • creating landing pages adapted to each market
  • responding to the specific needs of each country in terms of calendar, catalog and scope
  • Improve the performance of local websites.

More than 15 L'Oréal brands have benefited from Datawords' e-commerce webmastering expertise. The websites were deployed with short lead times, enabling brands to maintain a dynamic, up-to-date presence for their international customers. Adapting content to the local market has boosted site performance and reinforced the brand's relevance in each market.

Our experts have also played a key role in training L'Oréal teams on various technological platforms, helping them to embrace and use these tools.

Thanks to our ability to adapt to the specific needs of the L'Oréal group brands, the company was able to meet the challenges of rapid deployment, cultural adaptation and cost control for the management of its websites. This collaboration has allowed L'Oréal's various subsidiaries to maintain a solid international presence, offering an optimal online experience to its customers and reinforcing its position as a leader in the beauty industry.

A BRIEF

OVERVIEW

The L'Oréal Group is one of the world's largest beauty products companies. Founded in 1909 by Eugène Schueller, L'Oréal quickly became a benchmark in the beauty industry. The company offers a wide range of products in the categories of make-up, hair care, skincare, fragrances and more.

With a global presence in over 150 countries, L'Oréal caters to a broad customer base and is represented by many well-known brands such as Lancôme, Maybelline, Garnier, Kiehl's, Redken and NYX Professional Makeup, among others. The French multinational is one of the Datawords Group's longest-standing partners, with over 20 years of collaboration to date.

THE

CHALLENGE

As part of the development and expansion of its various e-commerce sites worldwide, L'Oréal called on the webmastering services of Datawords.

The challenge involved deploying and merchandising content for several of the Group's brands, while taking into account the cultural specificities of each market, ensuring agile and rapid management, and keeping website animation costs under control.

Datawords' role in coordinating the e-commerce sites of the L'Oréal group's brands (around 15 brands) involves managing all operations relating to the content of the brands' websites (e-commerce or otherwise), and coordinating the APAC, EMEA and LATAM markets. This primarily includes:

  • adding new content
  • resizing and adapting visual content
  • video processing (subtitling in different languages, for example)
  • localization of product sheets
  • setting up promotions and offers

Our collaboration involves working with the IMD (International Marketing Departments) of the L'Oréal Group's brands, in particular to create a master designed for cultural adaptation (definition of main content, integration into showcase sites, testing, etc.); we also work with the teams in the various countries to enable them to localize and manage content on their respective e-commerce sites: each country can therefore adapt the master to its needs, use its own launch calendar or catalog, and choose products according to the cultural context.

OUR

RESPONSE

To meet L'Oréal's web site design and animation needs, we implemented a complete solution for the rapid management of brand sites, with 3 distinct components, adapted to the department concerned and the target objective.

1. Preparing the master for International Marketing Departments (IMD)
The first part of our collaboration involves preparing the master, i.e. the main content that will serve as a reference for the various localized versions of the websites. Completed for a dozen L'Oréal IMDs worldwide, and thanks to partners such as Salesforce for the technological aspect of deployment, this crucial step guarantees the delivery of culturally effective content, rapid site development and a significant reduction in content launch times.

2. Content deployment and localization
The master is then deployed on the various e-commerce sites, by country. We achieve this by using specialized tools such as Wezen for translation, and commercial and content management platforms, especially those developed by publishers such as Sitecore and Salesforce. This approach simplifies manual integration processes and enables websites to be launched rapidly in different languages, providing a consistent experience for international users.

3. Local website management operations
After these first two stages comes the last-mile adaptation, one of the Datawords group's specialties, with the creation and management of pages specific to each local market. For example, Datawords handles e-commerce promotions for brands such as Kérastase, Lancôme, Armani Beauty and Maybelline. The webmastering process consists of various stages, such as:

  • creating landing pages adapted to each market
  • responding to the specific needs of each country in terms of calendar, catalog and scope
  • Improve the performance of local websites.

This approach boosts website performance on a local scale. Our webmastering and e-commerce strategy has been deployed on a number of L'Oréal brands across 3 continents (Europe, Asia and America).

THE

RESULTS

More than 15 L'Oréal brands have benefited from Datawords' e-commerce webmastering expertise. The websites were deployed with short lead times, enabling brands to maintain a dynamic, up-to-date presence for their international customers. Adapting content to the local market has boosted site performance and reinforced the brand's relevance in each market.

Our experts have also played a key role in training L'Oréal teams on various technological platforms, helping them to embrace and use these tools.

Thanks to our ability to adapt to the specific needs of the L'Oréal group brands, the company was able to meet the challenges of rapid deployment, cultural adaptation and cost control for the management of its websites. This collaboration has allowed L'Oréal's various subsidiaries to maintain a solid international presence, offering an optimal online experience to its customers and reinforcing its position as a leader in the beauty industry.

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