Consumer Packaged Goods




Optimizing website content for SEO at scale

The L’Oréal Group has more than 6500 content and direct e-commerce websites across its 36 global brands in more than 150 countries , serving more than 1 billion consumers globally every day. Its websites are the heart of its brands. As the fourth largest advertiser in the world , L’Oréal must ensure that consumers can easily find information online and products to get the most from its advertising investments. This means that all site contents must be honed for SEO, including relevant and succinct meta-tags.

Meta-tagging is usually a manual process, but L’Oréal had hundreds of thousands of meta titles and descriptions that all needed rewriting – quickly and cost-effectively at scale.


Leverage the power of AI

L’Oréal created a digital factory for content management with Sitecore in 2017. With Sitecore Experience Platform the group can ensure a consistent and compelling brand experience across its global websites, while enabling brand customization and content adaptation for different markets.

To address its metadata challenge, L’Oréal leveraged the seamless integration offered by its Sitecore architecture to create a solution built on Meta FastText in 2022 and upgraded to OpenAI GPT in 2023. L’Oréal now generates and optimizes meta titles and descriptions for their Sitecore websites using their own AI-powered algorithm.


The foundations for scalable innovation

By automating metadata creation and optimization across its Sitecore websites, L’Oreal has saved 120,000 webmastering hours. Most importantly though, the beauty company can now ensure customers can find the online information and products that they’re looking for to maximize sales and satisfaction.

With future-proof composable foundations built on Sitecore, L’Oréal is able to drive innovation and implement cutting-edge solutions such as this at scale. The company can also adapt to new content styles and trends, such as live streaming and AI-powered personalization.