Etat pur.
EXPERTISES.
TMA, deployments, GTM & Analytics, Web Performance
TECHNLOGIE.
Adobe Commerce
SECTEUR.
Cosmetics
A cosmetics brand in full expansion.
Etat Pur is a French cosmetics brand founded on an active and personalised approach to beauty. Its positioning is built on formula transparency and ingredient precision — a demanding promise that extends all the way to the digital tools it uses.
In the midst of a growth phase, Etat Pur operates across multiple markets simultaneously and relies on its e-commerce site as its primary sales and conversion channel. To effectively manage this growth, it needs reliable, localised and actionable data at the scale of each territory.
It is in this context that we took full ownership of its entire setup.
Localised, consistent GTM tracking, maintained over time.
We carried out a complete overhaul of the Google Tag Manager tags, adapting them to each market to achieve the most granular data tracking possible. Every territory now has its own configuration, with correctly set up events and reliable analytics reporting.
The snippets were integrated directly into the site, with a triggering logic specific to each context. The goal: ensuring that every user action is tracked with precision, with no cross-market noise.
The entire GTM and Google Analytics setup is managed by Quentin, our dedicated Product Owner for this scope. This single point of contact gives us in-depth knowledge of the tagging plan, consistency across evolutions, and immediate responsiveness in the event of an anomaly.
An e-commerce site whose technical performance was limiting its potential.
In e-commerce, every second of load time counts. Users are demanding, bounce rates are sensitive to the slightest slowdown, and search engines penalise sites that don’t meet current performance standards.
Etat Pur had a site that was well-designed editorially and visually, but whose technical indicators revealed room for improvement: uncompressed images served at full size, an absence of lazy loading on non-visible elements, and a Lighthouse score below the recommended thresholds for organic search.
These issues, invisible to the naked eye, were nonetheless having a direct impact on the user experience and the brand’s organic visibility.
We conducted an in-depth performance audit of the site, drawing on Lighthouse metrics — the indicators Google uses to evaluate a site’s technical quality. This audit identified a set of blocking issues, ranked by order of impact.
Interventions focused primarily on image management: compression, modern formats, sizing adapted to breakpoints. We also implemented lazy loading across all non-critical media, significantly reducing page weight on first load.
The result is a noticeably faster site, with improved Lighthouse scores on the most important metrics — a strong improvement for both the customer experience and the brand’s organic search performance.
An international expansion strategy to run alongside day-to-day operations.
After consolidating its French market, Etat Pur embarked on an expansion strategy into high-potential new territories: the United Arab Emirates and Mexico. Two very different markets, with specific requirements in terms of language, currency, purchasing behaviour and regulations.
The challenge was not only technical — it was also organisational. Running three successive deployments within a few months, while maintaining continuity of the French site and sustaining a regular flow of production releases, required a reliable project team capable of scaling up pace without sacrificing quality.
We integrated a front-end reinforcement directly into the Etat Pur project team, with a rapid ramp-up on the existing codebase. This additional resource made it possible to sustain a high delivery pace without creating bottlenecks in the roadmap. Three markets deployed in three months, 33 production releases delivered.
The French site went live at the end of October 2025. The UAE site followed on 2 December, then the Mexico site on 16 December. Three major deployments completed in less than two months, each with the technical adaptations specific to the targeted market.
Since June 2025, a total of 33 production releases have been delivered — a figure that reflects the pace of the project and our team’s ability to commit to the long term alongside the client.
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