How Kérastase streamlined eCommerce campaigns with creative automation for faster results

Kerastase says goodbye to the long briefing & hello to lightning-fast production

Kérastase, a renowned luxury haircare brand under L'Oréal's Advanced Research team, is known for its premium products that sell globally through e-commerce platforms and high-end retailers. Despite its strong presence in the beauty industry, Kérastase's Taiwan team faced significant challenges in managing the growing demands of their e-commerce campaigns with a small team of two campaign planners and one marketing designer shared with another L’Oreal Professional Product division.

The challenges: lengthy design briefs creation

Before adopting dipp’s automation tools, Kérastase's campaign production process was lengthy and labor-intensive:

1. Time-consuming brief creation: Each monthly campaign required an extensive 50-page PowerPoint brief, consuming up to 4 days of preparation.
2. Prolonged go-to-market time: The entire campaign planning and execution process spanned 20 days, leaving no room for adjustments based on real-time sales performance or engagement metrics.
3. Limited team resources: With only three members handling all creative production needs across multiple platforms, the workload often exceeded their capacity, hindering responsiveness and efficiency.

The solutions: gradually onboard the entire team onto dipp

Step 1: Immersion through dipp's studio service

To kickstart the transformation, Kérastase collaborated with dipp on a managed service model. This allowed dipp’s team to immerse themselves in Kérastase’s workflows, gaining insights into:

• Campaign timelines and variants.
• Visual requirements for platforms like Google PMAX, social media, and marketplaces.
• Revision cycles and approval processes.

The thumbnail structure shared across various platforms Kérastase sells on

Step 2: Building a comprehensive asset library

During onboarding, dipp helped create an organized asset library, including:

• Customizable layouts for product thumbnails, marketplace banners, and platform ads.
• Pre-designed elements like frames, stickers, and backgrounds tailored for diverse campaign scenarios.

This resource ensured the team could maintain brand consistency while scaling creative production.

Step 3: Empowering the team with creative automation

Following the onboarding phase, Kérastase transitioned to dipp’s self-serve model. Key innovations included:

1. Spreadsheet-to-image automation: Channel planners used spreadsheets to generate product sets, thumbnails, and banners, bypassing the need for designer involvement.
2. Real-time market responsiveness: Planners could swiftly update visuals for social media, LINE campaigns, and Google PMAX ads based on market performance insights.

On top of that, they were able to respond to market performance without having to queue up a job for a designer who’s working on other brands. The same goes for the paid media planner; social media, LINE and Google PMAX content was being quickly updated as the planner saw fit.

Product bundles created via spreadsheet-to-image automation

 Pairing various gift-with-purchase with the featured product for different platforms

The results: much more efficient, consistent, and scaled

Dramatic time savings:

• Go-to-market time: Reduced from 20 days to just 4 days.
• Paid media response time: Cut from 3 days to 2 hours.

Enhanced visual consistency:

• Unified branding across product thumbnails, social media, and platform banners.
• Improved alignment between campaign messaging and brand identity.

Agility in campaign management:

• Enabled the team to adapt quickly to sales performance trends without additional resources.
• Freed up the designer to focus on higher-value creative tasks, maximizing productivity.

Conclusion

Kérastase’s partnership with dipp exemplifies how lean teams can achieve extraordinary efficiency through workflow automation and strategic creative solutions. By reducing reliance on manual processes and embracing self-serve tools, Kérastase not only accelerated its go-to-market time but also strengthened its brand consistency across campaigns.

For businesses aiming to streamline operations without expanding team size, Kérastase’s success story underscores the transformative power of automation and well-organized workflows.

Contact us, to get your customized e-commerce workflow optimization plan.