Xlash Fuels Global Cosmetics eCommerce Expansion with Headless Technology

Swedish beauty brand Xlash has partnered with Storyblok, an enterprise headless CMS, to help drive its global eCommerce presence.

Xlash – with the help of Stockholm-based eCommerce agency, Made People – implemented Storyblok’s headless CMS technology in just four months, resulting in streamlined content and eCommerce operations for the company. The new website’s organic traffic has almost doubled, with 90% of site visitors coming through mobile – a stark difference from their old website which was not mobile-friendly.

Storyblok enables Xlash’s content and eCommerce teams to manage content in a frictionless way, as well as the ability to manage localisations in the same space rather than having to do double work across multiple pages and logins. Content is switched out to match the market, making it easy for Xlash to reuse pages from a global point of view, and hone in on the marketing with a more localised version. Together with Centra, products are able to be pulled to specific market sites, to cater to each storefront’s region. Today, Xlash is available worldwide in over 120 countries, 12 languages, and over 7 currencies.

Through Storyblok’s interface, Xlash has access to a vast library of integrated eCommerce solutions, such as Centra, Business Central, Yotpo, Klaviyo, Ayden, localisation and translations, which can be applied to any project, campaign or page.

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Storyblok’s headless technology has set Xlash up for collaboration, with an easy-to-use experience, allowing users to try out components, or upload any content themselves, without the need to rely on the development team for changes. A stark difference when compared to Xlash’s previous monolithic setup of eight different WordPress stores which required any updates to the pages to be done up to eight times in each of the online stores, with no efficient way to copy content or pages, while having their eCommerce team having to manage up to seven different login credentials.

A fast-growing brand, Xlash’s eCommerce is now futureproofed, enabling the team to concentrate on further international expansion and new projects, such as a membership program with different tiers and, thus, content and personalised pages for customers that would be built in Storyblok, through Yotpo and Centra.

On the impact of using Storyblok, Emelie Samuelsson, Head of Tech at Xlash, said: “Storyblok is one of the easiest CMSs I have ever worked with. Having worked with various CMSs before, and knowing my way around, Storyblok was the easiest to learn how to use, teach others, and adapt to your content needs.

“The ability to preview and see what you are doing has been key in Storyblok. It’s easier for non-technical people to understand what they are doing, and see the results of their actions immediately before it’s put live to the customer which a lot of CMSs don’t offer. Being a content-heavy brand in a competitive cosmetics industry, it’s the ease of use in localisation that has simplified our content efforts in an organised way, while being able to preview the page before going live with the visual editor has changed how we present campaigns and new pages.”

Dominik Angerer, co-Founder and CEO of Storyblok, said: “At Storyblok, we are excited about creating the best headless experience possible for users and creating a domino effect towards exceptional customer experiences in return. Storyblok’s system is tailored to fit scalability needs, no matter which market or language, while offering a best-of-breed selection for brands and agencies to grow.

“The pandemic has sped up digital transformation in an already competitive cosmetics industry. Personalisation, localisation can be very hard with a monolithic setup, especially for international brands such as Xlash. However, by using headless technology beauty companies can streamline their operations and maximise collaboration but also be able to adapt to change much faster when necessary to stay ahead of the curve.”

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