USE CASE

L'Oréal

L’Oréal x Dartagnan: the winning combination for international emails

About L'Oréal

With over 85,000 employees around the world, 41 brands and 32 billion in turnover, L’Oréal is not just an iconic brand. L’Oréal is THE iconic brand, the greatest French success story with over a century of history and unwavering success.

To guarantee the continuity of this success, the leading company in the beauty industry has relied on strong values and a brand image that has evolved over time.

Context

The L’Oréal Group is the world’s leading cosmetics company, operating in 150 countries, with the ambition of offering the best possible cosmetics to women and men throughout the world.

With an international network and a portfolio of unique brands on the market, the challenge is to industrialize the production of messages while maintaining consistency in the delivery of the brand image, particularly with email.

The challenge for L’Oréal was to find a solution that would allow the International Marketing Division teams to:

  • Industrialize campaign production processes while reducing design costs
  • Maintain consistency of brand identity and uniform communications, no matter the voice
  • Enable markets to easily and quickly customize all email campaigns
  • Push the boundaries of innovation and design
Cédric Paillé
"Very quickly, it became clear that Dartagnan was going to bring us much more consistency regarding CRM. Dartagnan has also provided us with a lot of flexibility for localisation and translation issues. It has become an indispensable tool for us."

Cédric Paillé

International CRM Manager, Biotherm

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Solutions

Dartagnan has succeeded in supporting L’Oréal’s international teams by enabling them to respond to the Group’s challenges through its ease of use, range of features and accessibility of its media library and modular system.

1. L'Oréal, a brand image to protect
Working alongside each of the group’s DMIs, Dartagnan’s teams supported L’Oréal’s teams in building their templates, triggers and assets. Accessible to everyone within the solution, all of these emails could be adapted internationally without compromising the consistency of the brand identity and messages. Bonus: as a result of its code performance, L’Oréal emails made in Dartagnan are compatible on all devices and all email clients, even on a global scale.

2. Productivity and flexibility for everyone

Through the modular drag-and-drop system and extensive features, L’Oréal’s CRM teams have boosted their implementation processes. They were able to implement all of these campaigns on a global scale and with great flexibility, particularly in terms of translation and customization. As part of the redesign of their graphic style, the Lancôme teams even managed to deploy a hundred triggers in record time!



3. Design innovation: because L'Oréal is worth it

“Beauty research and innovation”. This core value of the Group could almost be applied word for word to Dartagnan. Slider, videos, GIFS, Hover State, nothing is too good for L’Oréal, who has found the ideal environment for emails in the brand’s image with Dartagnan: aesthetic, innovative and perfectly executed.