Creating a flexible, beautiful luxury platform
Chalhoub Group is the leading partner for luxury across the Middle East since 1955, and has become a major regional player in the luxury beauty and fashion sector. This Dubai-based expert in retail and marketing has a growing workforce of more than 12,000 people, with a presence in 14 countries and operating over 700 retail stores.
The client wanted to update its website for YSL Beauty in GCC countries, starting with the United Arab Emirates. Their legacy system was not proving to be flexible enough for the new campaigns and integration points they planned for this premier beauty brand. The management of content and product information created pain points for the team.
Emakina developed a platform which provides flexibility and enhanced capabilities to support YSL Beauty’s promotions and campaigns. We implemented a Reference Application Architecture (Chalhoub RefApp) based on Salesforce Commerce Cloud Storefront Reference Architecture, and the e-commerce YSL Beauty site was built as an instance of the RefApp.
All new functionalities are built on the Reference Application Architecture, so new Chalhoub Group brands can also take advantage of the updated technology on the platform.
Emakina worked closely with the Chalhoub IT team to provide a seamless implementation of the new order management system. We used Salesforce Service Cloud and Salesforce Commerce Cloud for best-in-class features and functionality.
Thanks to the successful website migration, YSL Beauty’s online presence now brings customers a clean, fast and attractive user experience. Visitors are encouraged to purchase bundles, enjoy promotions, look at limited editions and receive samples. There is heightened security and an intuitive ordering system. Following this makeover of the YSL Beauty website, we also finalised multiple other brands’ websites using the RefApp.