PXM in progress: A cosmetics brand’s technology and process journey
What does it take to adopt PXM? One giant cosmetics brand is showing the way.
It’s a journey that began six years ago. The goal was clear—help users easily manage product data, so digital commerce can move faster.
As with any global company, complexity is part of the deal. There were twists and turns, but they didn’t shy away from the challenge.
Bringing 30+ brands into one source of truth
The company’s story started where many do, with siloed data and manual work.
Partnering with Ntara, they launched Inriver PIM and began to experience the value of clean, well-managed data.
Fast forward, and today, they’ve consolidated product data from 30+ brands into a single source of truth. Users have one place to enrich data, even across multiple global regions.
PIM has become the go-to source for trusted data in the organization. That alone is a major win. But it’s also what makes the next step possible.
Gaining momentum
At a point where many data projects stall, this company is gaining speed.
“Sometimes around the seven-year mark, you see data projects slowing down,” said Brian Kiraly, Senior Account Director at Ntara. “That’s not the case here. We see them building on what they’ve learned and embracing PXM.”
So, what’s made the difference?
For one, they’ve had several wins that show the impact of well-configured, fully adopted PIM. They’re breaking down silos and bringing more people on board.
They’ve proven the value of PIM, not just to users who love the changes, but to leadership who now embrace PIM as part of the broader strategy.
PXM win: Amazon and TikTok syndication
One of the clear wins is a recent syndication to Amazon and TikTok Shops, which helped grow visibility and revenue on competitive platforms.
“Amazon has strict content requirements, and really, so does every channel. When you’re juggling syndication across multiple brands and regions, the complexity adds up fast,” said Brian.
To help, Ntara built a custom output that prepares imagery in the exact format each channel requires. PIM then syndicates the product data along with the imagery zip file in one step.
It’s an efficient way to ensure customers can trust the product experience on any channel (a hallmark of PXM).
Leadership drives the next phase
Building on those wins, leadership plans to scale what’s working. A new Chief Innovation Officer is steering the company toward best-of-breed solutions that support growth. Central to that vision is a new ecommerce initiative that consolidates all brands onto a single platform.
That shift makes data maturity more important than ever. The company relies on PIM to deliver clean, consistent data, so the ecommerce platform—and every connected system—can use it effectively.
“What’s different today is that they’ve moved beyond just fixing data issues,” added Brian. “The company is beginning to plan with a true PXM mindset.”
Embracing the bigger picture
Reaching this point has been a process of discovery. Understanding the full scope took time—tackling silos while adapting to the company’s ongoing growth.
Progress came from strengthening PIM—adding structure and new data sources, enforcing governance, and making the system easier to use. Over time, that work helped reveal the bigger picture.
“PXM provides a lens for people to see their data, and it’s often one of the biggest eye-openers. Are you stuck with a siloed view, or can you now understand the full scope of the organization?” said Brian. “That’s what this company has achieved. They can now connect the dots across data, processes, and ecommerce to see how it all works together to drive an exceptional customer experience.”
By the numbers
30+
brands using PIM as source of truth
320
active syndications
50%+
Reduction in manual work
Where are you on the PXM journey?
If you’re curious about the right next step, let’s talk.
