Laura Mercier's Transformation: From Disorganized Assets to Cohesive Brand Experiences
Technology Category
- Functional Applications - Computerized Maintenance Management Systems (CMMS)
- Functional Applications - Enterprise Asset Management Systems (EAM)
Applicable Industries
- Equipment & Machinery
Applicable Functions
- Maintenance
Use Cases
- Asset Health Management (AHM)
- Asset Lifecycle Management
Services
- System Integration
- Training
About The Customer
Laura Mercier is a global cosmetics company that inspires women to embrace their individual beauty and put their best and most confident face forward. The company was facing challenges in managing their digital assets due to the lack of a central repository and the use of file sharing tools that lacked the necessary functionality. The situation was further complicated by the lack of a dedicated DAM administrator to oversee the launch and ongoing maintenance of the DAM system purchased by their former parent company, Shiseido. The teams continued to rely on Box, a cloud storage tool, resulting in scattered, duplicate, outdated files with messy file names.
The Challenge
Laura Mercier, a global cosmetics company, was facing a significant challenge in managing their digital assets. The teams were using file sharing tools that lacked the functionality needed to scale with the growth of their global business. Without a central repository for all approved assets, teams used whatever content they could find, resulting in inconsistent brand messaging. The situation was further complicated when Laura Mercier's former parent company, Shiseido, purchased Acquia DAM for several companies within their family of brands, including Laura Mercier. However, without a dedicated DAM administrator to oversee the launch and ongoing maintenance, the adoption of Laura Mercier’s DAM system stalled. The teams continued to rely on Box, a cloud storage tool, resulting in scattered, duplicate, outdated files with messy file names. There wasn’t an effective way for teams to search for photos, videos, and other creative assets within the tool’s folder-based system, making it difficult for them to find the content they needed.
The Solution
In November 2019, Laura Mercier hired Anna Raugalis as their first Manager of Digital Assets to overcome their DAM challenges and transition from Box to Acquia DAM. As the admin, Anna handles everything from system configuration to engaging users, training global teams, organizing assets, and ongoing maintenance. Anna organized the DAM system in a way that worked for her users, setting up metadata fields and a system hierarchy that aligned with user searches and mimicked how customers shop for products. She also took user feedback into account and adjusted the system to support how they work. To ease the transition, Anna used Portals, the app in Acquia DAM that allows brands to curate subsets of assets that can be accessed outside of the DAM system. This thoughtful transition, coupled with a user-first experience and a dedicated DAM admin, helped Laura Mercier overcome their DAM challenges.
Operational Impact
Quantitative Benefit
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