How can you structure the management of media products on an international scale? During this webinar (replay at the bottom of the page), the Naos Group shared its experience of deploying PIM/DAM to centralize, secure, and distribute its product content. Project organization, governance, data quality, and team adoption: the replay provides concrete insight into the operational challenges of a global product strategy.
The Naos Group owns three cosmetics brands: Bioderma, Institut Esthederm, and État Pur. The group distributes its products in more than 130 countries. Approximately 600,000 products are manufactured in France every day. The group manages several sites in numerous countries.
In this context, media management has become a key issue. Packshots, e-commerce visuals, campaign content, product sheets, translations... Everything must be consistent, up to date, and available everywhere.
This webinar puts forward a simple idea: when content multiplies, you need a solid foundation. To achieve this, Naos chose the Quable PIM/Keepeek DAM combination. A PIM for product data and a DAM for media management. AndPIM/DAM integration to ensure that everything works seamlessly.
The webinar began with a very concrete observation. Before the project, Naos had no tool for managing product information. On the DAM side, there was one platform per brand, and État Pur simply did not have one.
Result: several problems accumulate.
Product information was spread across numerous Excel files, with multiple versions and constant uncertainty about which file was the "right" one.
This situation directly affects product media management, as an image without the right product data quickly becomes unusable.
Naos cites a simple challenge: time is wasted searching, finding, and then checking whether information is up to date. This is typical of companies without photo management software or a product repository.
The websites were not all updated consistently, so the content differed from one country to another. However, consistency is essential for a brand, and in the digital world, it is a key factor in conversion.
Stéphane Bienaimé, member of the Information Systems Department at Naos, highlights a very important point: certain data, such as ingredient lists, can be subject to regulation. Without governance and workflows, the risk of error increases and local teams do not have the same level of information at the same time.
This diagnosis explains what follows. Naos wants to centralize, standardize, and distribute without friction.
Naos explains that initially, the idea was to have a single PIM/DAM solution, a single platform for the group, for all brands, including NAOS as a corporate brand. But reality dictated otherwise: PIM met the need for product information management. However, the group needed an "expert DAM" platform for media management.
That's where Keepeek came into the picture. A dedicated DAM, connected to the PIM and designed as photo and content management software, going beyond packshots.
This "best of breed" approach is explained at the end of the webinar: choose two pure players and get them to work together to benefit from the power of both tools.
This is exactly the goal of a well-executed PIM DAM integration.
The Naos stakeholders arrived after the tender stage, but they mention key criteria.
NAOS has subsidiaries in around 40 countries. We needed platforms capable of managing international operations. This meant multi-entity compatible product media management, with rights, contributors, and progressive deployment.
There is, for example, the case of Belgium and the need to manage multiple languages even locally. Without this capability, neither PIM nor DAM can be adopted globally.
Guillaume Renaud, Sales Manager at Keepeek, explains that a partnership already existed. Quable also promoted this connection, which influenced the choice to facilitate synchronization. This is an important point if you are looking for the best DAM for Quable: the quality of the dialogue between tools is just as important as the range of features.
A PIM allows you to collect scattered product data, centralize it, enable collaborative enrichment, and then automate distribution to channels.
In the NAOS case, the Quable PIM is used to:
Naos also shares figures: approximately 250 Quable users, including 150 contributors. Each country contributes and translates. The PIM contains approximately 500 product sheets and 1,000 references.
It's a solid foundation. But product media management isn't just about data. You also need an expert tool for product photos.
Keepeek is a Digital Asset Management platform that allows you to collect, enrich, and distribute all types of multimedia content (product photos, marketing content, heritage content, logos, etc.).
In the Naos case, the two main media challenges were:
In 2022, Keepeek DAM is used by approximately 900 people, including 120 contributors. It contains around 20,000 media files.
The diagram is quite simple but very useful.
The DAM synchronizes with the PIM every day, and the PIM synchronizes with the websites every day as well, in the evening.
Publication is scheduled, and data is updated regularly.
A question asked during the webinar: "In which direction do data flows between Keepeek and Quable?" Answer: in both directions. Keepeek pushes media to Quable but queries the PIM to retrieve product data and enrich media records (search by EAN, attributes, values, etc.).
This is a key point. PIM/DAM integration is not just for distribution; it also serves to enrich search capabilities and thus the day-to-day management of product media.
Naos stakeholders emphasize a reality on the ground: implementing new tools is never "smooth" by default.
Caroline Gudin, Digital Assets Product Owner at Naos, explains that the initialization phase required a lot of effort. The people involved were able to "reject" the platforms before even using them.
This is common in PIM/DAM projects and can be a pitfall if not managed properly.
However, Naos notes that those who did not undergo initialization adopted the software more quickly and that, over time, everyone sees the benefits compared to before.
This ties in with one principle: acceptance comes when media management truly simplifies everyday life.
Stéphane points out that some teams have been working with Excel for 5 to 10 years: you can't change those habits in a week.
But when teams realize they are receiving fewer emails asking "where is my packshot?", adoption increases.
Guillaume adds a key point: involve the business lines in the workshops, don't make decisions for them, and build the tool with them. This is both a method and a prerequisite for successfully managing multi-country product media.
The benefits are highly operational.
Naos has implemented internal processes and processes common to all three brands, with few specificities. This is a major advantage and ensures the secure management of product media over time.
Naos says it clearly: if you're looking for product information, you go to the PIM. If you're looking for media, you go to the DAM. That's exactly what photo management software that's well integrated with a PIM should provide.
Naos explains that it was able to deploy four sites (including an information site) in a standardized, omnichannel manner, thanks to standardized connections and PIM and DAM APIs. Product media management then becomes an accelerator, not a hindrance.
Stéphane Bienaimé points out that previously, each site had its own database. Now, there is a shared database accessed via API, ensuring consistent information.
Naos also clarifies the context: the group has been in existence since 2016, while some brands are much older. Cohesion had to be built.
The webinar does not provide a ranking, but it does give criteria that are very useful if you are looking for the best DAM for Quable.
In this context, Keepeek acts as a structured media library, while Quable consolidates product data and orchestrates distribution.
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Some of the questions asked during the webinar concern packshots, as this is the core of product media management in cosmetics.
Naos explains that packshots are created in-house, via a studio. The studio then uploads the packshots to the DAM. Naos also specifies an important choice: they only upload approved and final content to the DAM. They do not collaborate creatively "in" the DAM because they already have internal processes in place. However, the Keepeek DAM allows teams who wish to do so to collaborate within it and approve content via workflows.
This is a common trade-off and shows that photo management software must adapt to the actual organization of each company.
Another topic discussed was the relationship with external partners such as agencies.
Naos explains that they can grant recurring access to their partners. For one-off needs, they use baskets. This works like a WeTransfer link but from the DAM.
This feature is key to cleaner product media management: fewer attachments, fewer versions in circulation, and controlled access to content.
Stéphane Bienaimé adds a point that is rarely stated so clearly: adoption was facilitated by support from management, such as brand management (particularly Bioderma), the IT department, and digital management. The brand managers at Esthederm and État Pur also "spread the message."
This point matters. Photo management software and product media management cannot be deployed without internal alignment.
The webinar concludes with Naos' future projects.
Today, only the PIM is connected to the websites, and visuals are transferred via the PIM. Tomorrow, Naos also wants to connect the DAM directly to the websites and e-commerce platforms.
The goal is to guarantee the presence of packshots and allow countries to add local visuals.
Example: a badge or distinction specific to France to be displayed only on the France website. The subsidiary places the media in the DAM, and then we want direct DAM/website synchronization for local display only. This is a concrete use case for localized product media management.
In a PIM/DAM strategy, media quality is an operational issue: resolution, formats, compliance, and consistency.
When talking about product media management, it makes sense to focus on quality control.
Discover automatic quality control for media production using AI.
The webinar shows a "simple" but powerful diagram:
If your challenge is product media management, you need photo management software that handles volume, rights, distribution, portals, and local contributions. That is precisely the role of a "pure player" DAM.
Discover why you should choose Keepeek DAM.
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