Beauty blogs, tutorials and videos—CMS helps it happen

L’Oréal Luxe wanted a Web content management system that could power the beauty magazines of its brands, which feature beauty blog articles, makeup tutorials and how-to videos. The company chose FirstSpirit CMS from e-Spirit for rich content management within editorial sections on e-commerce sites managed by Demandware.

The solution enables L’Oréal Luxe to create and share content across multiple country websites and to launch the online beauty magazines. The implementation is currently live in France, Canada, United States, China and Mexico and will expand to Italy, Spain and Middle East in the coming months.

Jean-Claude Cohen, global digital platform director at L’Oréal Luxe, says, “Many of the features that FirstSpirit delivers, including simplified workflows and intuitive graphical user interfaces, helped us realize that it was the best solution for our needs. But what really sold us on using FirstSpirit was its usability and seamless integration with Demandware.”

The solution allows content creators, such as non-technical editors and journalists, to easily publish news articles worldwide without technical assistance, according to e-Spirit. The company adds that internal validation of content to ensure global consistency of L’Oréal Luxe’s brands is fast and easy through the use of workflows tailored to the luxury brand’s requirements.

L’Oréal Luxe also leverages the integration with Demandware to create “smart” links between content created within the CMS and product catalogs maintained within the e-commerce system. By implementing a centralized system for creating and validating content, L’Oréal Luxe has developed a corporate content cloud for storing and publishing content through multiple channels globally, e-Spirit says.

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