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Premium makeup and cosmetic brand By Terry to accelerate digital transformation

ByTerry: Increasing its digital assets

Tapping into the boom for online affordable luxury, premium makeup and cosmetic brand By Terry, is accelerating its digital transformation with an improved digital asset management (DAM) platform.

Founded by Terry de Gunzburg, the Paris-headquartered brand produces award-winning luxury makeup, skincare and fragrances. By Terry’s award-winning products infuse skincare ingredients in luxury makeup formulas to perfect the complexion. Powerful ingredients including rose extract and hyaluronic acid feature in the innovative foundations, powders, lipsticks and mascaras. 

Operating across 40 countries, By Terry had been in the market for a DAM solution to accelerate the company’s digital transformation and improve internal organisation processes. Previously, By Terry had been using a local server to manage its digital assets, including pictures, videos, banners, and graphic creations, but this came with drawbacks: difficult to manage and find the right version of an asset, and remote teams were unable to access the local server.

Now it has teamed up with the Widen Collective. Through Widen’s cloud-based DAM solution, already trusted by more than 660 brands worldwide to manage more than 55 million assets, By Terry’s marketing, creative and sales teams are now able to store and access the digital content they need to do their job via a single source of truth, organise content using metadata to enable teams to locate the right asset at the right time, map the creation of assets from design, through to final approval and work collaboratively from wherever teams are based, whilst controlling access permissions.

Marion Assuied, CEO, By Terry explains: “Three years ago, we started the digitalisation of the company. We accelerated By Terry’s presence online through our website, and also via e-retailers, but we also needed to transform the way we were working from new product development and marketing to operations, to empower our team with new tools to accelerate this transformation in line with the expectation of our new partners. Enabling our teams to access the content they need, wherever they are based in the world was also a key factor in our decision making, and we have been impressed by Widen’s easy-to-manage user interface, and the seamless onboarding process.”

Jake Athey, VP of Marketing and Customer Experience at Widen, adds: “For brands like By Terry, DAM is a crucial enabler for managing digital content, and empowering teams to locate and deliver the right assets at the right time. In addition to this, our Workflow app digitally tracks proofing and approval of content which can then be added directly into the DAM system once it’s complete, eliminating manual approval workflows and improving the overall efficiency of our customers’ creative processes.”

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