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L’Oréal's multi-brand infrastructure welcomes three new shops


Sometimes several brands exist under one parent company; brands which are so unique it’s hard to believe they share the same DNA. What happens when several of these brands launch individual online shops simultaneously? On one hand, the implementation agency faces a major challenge; on the other, the result is a highly exciting eCommerce project.

A subsidiary of the world’s largest cosmetics manufacturer, L’Oréal Germany started their plans to develop a multi-brand shop infrastructure in the spring of 2014. The intent was to launch three individual brand shops at the same time while maintaining their respective, unique presence. These were Urban Decay (makeup artist brand), Kiehl’s (skin and body care since 1851) and Clarisonic (cleansers for the skin and face). When it came to implementing these three highly original online shops, L’Oréal turned to conexco, a well-seasoned Shopware Enterprise Partner...

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