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L’Oréal e-commerce platform goes global

By Retail Technology | Friday October 25 2013

Global beauty company will use cloud previously divisional e-commerce platform as a pillar of its digital transformation and global expansion strategy

L’Oréal, a global beauty company with a portfolio of 28 international brands, is expanding its existing relationship with enterprise cloud e-commerce software provider Demandware

It will use the Demandware Commerce platform to power the digital transformation strategy of its brand portfolio around the globe. The platform will centralise the management of digital consumer engagement across all channels, including web, mobile, store and social for more than 25 distinct brands. The investment is a key pillar of the company’s strategy to accelerate e-commerce growth and transform its technology framework to enable fast time to market, operational efficiencies, exceptional customer experiences and global branding consistency.

Enabling high performance and efficiencies

L’Oréal originally engaged with Demandware in 2010 through the L’Oréal Luxe products division in the US and Canada and successfully deployed the Demandware platform across several luxury brands, including Kiehl’s, Lancôme, Armani and Yves Saint Laurent Beauté, and then extended into its professional products division in the US for its Kérastase and Shu Uemura brands. 

As part of its long-term digital transformation and growth strategy, the company identified the need for a global, scalable digital platform that will enable higher performance and efficiencies across all of its brands, as well as the most compelling and innovative brand experiences for consumers. Based on the success and strong growth of the L’Oréal Luxe brands in the US and Canada, L’Oréal made the strategic decision to consolidate digital commerce operations for its brand portfolio in all geographies onto Demandware Commerce.

“At L’Oréal, our mission is to put the best of beauty within everyone’s reach. We have a very exciting vision for moving the company and our brands forward in this digital revolution and it’s imperative that we have the best commerce platform underpinning our strategy,” said Vincent Stuhlen, global head of digital at L’Oréal Luxe.

Centralised development and management

Jean-Christophe Sautory, group chief information officer at L’Oréal, added: “Demandware is an agile solution for fast deployment with an advanced ecosystem of partners, and provides an ongoing flow of innovation. After the success of our L’Oréal North American businesses, we are confident that Demandware is the right solution to further our e-business strategy worldwide.”

The expansion will provide L’Oréal with a single platform for developing and managing multiple sites with support for multiple languages and currencies. Demandware’s cloud infrastructure will also scale to support hundreds of e-commerce sites and other digital touchpoints, including mobile and instore. L’Oréal will be able to ensure consistent global branding across channels and devices, while having the ability to establish distinct experiences for each unique brand and geography.

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