L'Oréal innovates digital experiences at scale with Sitecore

L'Oréal’s Website Factory is responsible for managing more than 320 websites across 14 brands. The team must ensure all these websites are consistent, accurate, engaging for users, and easy to find. Due to the scale of this operation, efficiency is key, and the team is continuously working to replace manual tasks with automated workflows powered by the latest technologies. As Nicolas Cambot, Head of Technology for L'Oréal’s Website Factory put it, “In an era when competitive edge hinges on time to market, every move toward enabling continuous delivery of content and features is business critical.”

The team’s existing processes for content optimization and new website rollouts were historically managed manually by each brand and country, which was time-consuming and costly. To save time for digital teams and enable an easier process plus a faster time to market, L'Oréal’s Website Factory decided to reengineer the operations. First by leveraging GenAI to utilize existing content and enhance or create meta titles and descriptions which improved SEO and saved 120,000 hours of web mastering. The team then leveraged GenAI to reduce manual workload for localization and translations, resulting in 75% savings on website localization costs.

With a composable digital experience platform built on Sitecore, L'Oréal has a foundation that will integrate with cutting-edge technologies to address every digital challenge as it arises. For example, L'Oréal is collaborating with long-standing partner Valtech to develop an automated process for streamlined content distribution across Sitecore XM instances. The new workflow incorporates content localization via integration with GlobalLink by TransPerfect for AI-powered translation.

With numerous stakeholders involved in validating content before it goes live locally, the solution provides a user-friendly interface to enable efficient editing and approvals by local marketers and legal teams. The seamless content flow across Sitecore instances and the GlobalLink interface have resulted in an 80% time reduction for publishing new content.

To address the metadata challenge, L'Oréal’s Website Factory has also integrated an OpenAI GPT-based solution with its Sitecore platform to automatically generate website metadata, based on its own AI-powered algorithm. Additionally, the L’Oreal integration with TwicPics by Frontify and Cloudflare enables seamless media processing, optimization, and efficient distribution for the Sitecore-based websites to improve page load performance.

L'Oréal’s future-proof Sitecore platform and digital experience tech stack provides the Website Factory with the ability to control digital experiences at scale and explore new possibilities with the latest innovations. These capabilities drive continuous improvements to user engagement, internal productivity, and cost reduction. For example, by automating content distribution and translation the company has reduced costs and hours of work, as well as time to market for new content, helping L'Oréal achieve a competitive edge for content delivery. With Sitecore at the heart of its digital capabilities, L'Oréal can adapt to new digital challenges, embrace emerging technologies, and keep up with changes in customer expectations.