OSF Digital Completes Two Milestones for Urban Decay’s Asian Market Penetration

January 25 | 2016

L'Oréal beauty brand successfully launches ecommerce, marketing websites in APAC region

Québec City, Canada – JANUARY 25, 2016 – Ecommerce solutions provider OSF Digital announced today the successful launch of their first two Asian websites—ecommerce in Korea, and marketing in Hong Kong—for L'Oréal cosmetics brand, Urban Decay.

Urban Decay Hong Kong is a brand new implementation available in both English and Chinese, which focuses on tools specifically designed to influence customer behavior through added-value care routines. The Korean website integrates ecommerce capabilities that allow visitors to purchase the L’Oréal brand’s products online.

As Urban Decay’s objective was attaining a global presence by localizing content for each specific market, they selected OSF Digital and their Asian partner, Bluecom, to help them position themselves as a relevant brand in APAC. According to Justin Boettcher, Director, International Digital Development at L'Oréal, “OSF perfectly understands the many layers of globalization: they create a global repository, then enable each country to launch a unique flagship while making sure that this new localized site remains aligned with our brand identity.”

Integrated in a larger context of international expansion, this initiative opens doors for Urban Decay Asian customers, who not only enjoy the capability to easily acquire products but also discover the brand through tutorials, blogger partnerships and other content-related assets localized according to the particularities of the region.

Urban Decay’s ecommerce site in Korea was released in production on October 18, 2015. Urban Decay Hong Kong was launched on September 15 of the same year. More Urban Decay websites will launch in APAC as part of a huge roll-out planned for 2016.

About OSF Digital

OSF Digital is a leading global commerce solutions company providing technology, consulting, implementation and managed services to emerging brands and premier brand retailers. Through extensive expertise in retail and technology, OSF delivers innovative solutions across channels, devices and locales with an agile approach to scale global growth more quickly, while enabling retailers to simplify the customer experience. Discover why 90% of our business comes from referrals.

About Urban Decay

Our story opens in the mid-‘90s, when pink, red and beige enslaved the prestige beauty market. Flying in the face of this monopoly, Wende Zomnir and her co-conspirators unleashed a line of lipsticks and nail enamels inspired by seedier facets of the urban landscape. The vibe since day one? Beauty with an edge™.

While we’ve grown like crazy since then, we haven’t stopped experimenting. We now offer an endless array of high-performance cosmetics, from velvety-soft shadows (including some of the industry’s bestselling palettes) and creamy, badass lipsticks to weightless complexion products and high-tech setting sprays to make your makeup last all day.
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Contact: OSF Digital