Urban Decay Connects with International Customers via Online Sales Channels
OSF helps L’Oréal Brand launch FirstSpirit CMS and Demandware ecommerce integration
Ecommerce professional services provider OSF Global Services announced today the launch of a FirstSpirit content management system (CMS) and Demandware ecommerce platform integration for L’Oréal cosmetics brand, Urban Decay.
Since L’Oréal purchased Urban Decay in December 2012, the irreverent beauty products retailer has sought out better ways to connect with international customers who have for years taken an interest in Urban Decay’s products.
“L’Oréal has given us the resources to grow beyond U.S. borders, so when we were scoping out our project, we spoke to L’Oréal’s teams at the corporate level,” said John PERASCO, AVP – Digital for Urban Decay. “We chose OSF because they had previous success with other L’Oréal brands.”
For international audiences, the group integrated e-Spirit’s FirstSpirit CMS very tightly with Demandware. The CMS allows Urban Decay to manage the proliferation of content, then localize that content for each individual site—even with selectivity in markets with differing cultural norms and sensitivities through a feature on UrbanDecay.com called “UD All Access”.
“We’re very branding-centric, down to the pixel,” said PERASCO. “OSF Global Services took that in stride and diligently worked with us to bring UD All Access to life—making the UD perspective on beauty available to our online retail spaces internationally.”
The solution launched on UrbanDecay.com on November 16, 2015 and is now available to all of Urban Decay’s own online retail channels.
About Urban Decay
Our story opens in the mid-‘90s, when pink, red and beige enslaved the prestige beauty market. Flying in the face of this monopoly, Wende Zomnir and her co-conspirators unleashed a line of lipsticks and nail enamels inspired by seedier facets of the urban landscape. The vibe since day one? Beauty with an edge™.
While we’ve grown like crazy since then, we haven’t stopped experimenting. We now offer an endless array of high-performance cosmetics, from velvety-soft shadows (including some of the industry’s bestselling palettes) and creamy, badass lipsticks to weightless complexion products and high-tech setting sprays to make your makeup last all day.