L’Oréal WSF Program wins the 2020 Brand Experience Award

L’Oréal WSF Program is a landmark move in the multi-brand beauty space

As a proud partner of L’Oréal, it gives us great pleasure to announce that the L’Oréal Website Factory (WSF) Program has been selected as the Brand Experience Award (BEA) winner in the category of E-Commerce Site Optimization.


L’Oréal's Website Factory (WSF) Program has proven to be the most practical solution for delivering consistent online brand experiences across their many global websites.

The Brand Experience Awards (BEA), presented by RetailX and Retail TouchPoints, were created to spotlight the businesses that are redefining the rules of interaction, engagement, and loyalty. BEA winners are retail and direct-to-consumer (DTC) brands that are winning customer attention and affection across all stages of the shopping journey.

L’Oréal WSF Program is a landmark move in the multi-brand beauty industry, standardizing a global framework to support a brand’s flagship website, which is then localized to each market across the globe. Among more than 90 nominations, L’Oréal WSF Program was recognized as the winner of the Brand Experience Award (BEA) 2020 in the category of E-Commerce Site Optimization.

How L’Oréal WSF Program enabled consistent brand experiences for global customers

L’Oréal is the world’s largest beauty group with a portfolio of 36 diverse and complementary brands. In 2016, out of 3,000 live L’Oréal websites, only 20% were driving the bulk of daily traffic from 1 billion global consumers. Many sites had decentralized or inactive technologies. To overcome these challenges, L’Oréal implemented a digital experience platform—with a headless content management system (CMS) and personalization capabilities—which could rapidly deploy websites across all brands, zones, and countries. This platform was named Website Factory.

L’Oréal achieved the following key outcomes with the WSF Program:

  • Speed and agility: 300 localizations launched by the end of 2019
  • Faster time-to-market: Average master site up in 6 months
  • Decrease in average loading time: From 10 seconds to less than 3 seconds


How Photon helped L’Oréal deploy localized websites on a global scale

As a founding partner in the WSF Program, Photon helped L’Oréal build and service localized websites on a global framework for brands such as L’Oréal Paris, Maybelline, Garnier, Kérastase, and La Roche-Posay. With more than 300 websites, on 11 different brands, WSF is the largest Sitecore program in the world. We are proud of the work we have done over the last four years supporting this program as a preferred vendor.

WSF is a crucial, forward-looking business strategy that provides the following benefits:

  • Consolidate multiple country-based external partners with varying technology capabilities into a centralized, best-in-class platform
  • Provide cost-effective localization while maintaining the core marketing model
  • Roll out new services and sites as quickly as needed across brands and countries
  • Personalize communication with the Content-as-a-Service layer


Connect with Photon today to learn how you can effectively implement a customized Website Factory Program and build a foundation for speed to market and increased efficiency.

“Photon is proud to have supported L’Oréal in designing and building the WSF Program. The Brand Experience Award is a testament to their culture of continuous digital innovation to consistently enable meaningful, hyper-personalized experiences for their customers all over the world.”

Mukund Balasubramanian

CTO, Co-Founder at Photon

Mukund Balasubramanian
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