L’Oréal

L'Oréal ensures marketing success with celum IMAGINE
 

All photos used in L’Oréal’s worldwide communication campaigns are centrally managed in Paris. The international advertising agency Publicis Worldwide preselects the photos for all countries. L’Oréal Profesionnel uses celum IMAGINE to manage the advertising materials and distribute them to 54 countries worldwide.  

In order to meet L’Oréal’s exact needs, the Digital Asset Management solution had to be highly customized as complex image rights, delivery and reporting mechanisms had to be implemented.

Only a few photos stored in the DAM are free for use by all regional organizations. This implies that the regional organizations have to place orders for most of the photos. Therefore, the celum IMAGINE Digital Asset Management system had to be extended by an order management system operating in the background. Until the implementation of celum IMAGINE, the entire order process had been managed manually.

When regional organizations purchase images, the rights of use are transferred to the organization for a period of two years. The pricing varies from country to country and is calculated automatically by the system according to predefined conversion indexes for each country based upon pricing information for France.

Within celum IMAGINE, administrators can constantly generate reports of orders placed and/or downloads performed on the server. These reports include information such as order names and dates, prices of photos ordered, lists of charged, free and already purchased photos, file names and IDs of the photos purchased and downloaded, download date and hour, IP address.

By implementing the new reporting mechanism, L’Oréal Profesionnel’s headquarter in Paris was able to get a better overview and control of the photos used in all regions. Together with the fact that country organizations are not allowed to share photos between them, this significantly reduces the risk of illegal usages of copyrighted materials that potentially lead to extremely expensive copyright infringements.
 

Resulting Benefits

• Distribution of materials within 54 countries

• Reports on who is entitled to use which pictures for how long

• Automation of data transfer and the billing process

• Reduction of copyright infringements

• Cost savings for postal and courier services – prior to the implementation of celum IMAGINE, 15,000 CDs per year were sent out to recipients all over the world.