Institut Esthederm.
EXPERTISES.
International deployment, Redesign
TECHNOLOGY.
Adobe Commerce, Hyvä
FIELD.
Industry and Pharmaceuticals
The historic brand of the NAOS group.
Institut Esthederm is one of the 3 brands in the NAOS group, alongside Bioderma and Etat Pur. For more than 40 years, the brand has been developing biomimetic products built on a simple philosophy: respect the skin as a living ecosystem, support it rather than over-treat it. This scientific and demanding positioning is reflected in the way the brand approaches its digital presence.
In 2023, NAOS entrusted our teams with the day-to-day management of the Institut Esthederm platform, with a clear ambition: deploy the brand across more than 30 subsidiaries in 3 years. At the time, the site was live in France, Brazil and Spain. The acceleration was immediate: the United Arab Emirates, Mexico, Canada, Belgium and Lithuania were added within a few months, each with specific requirements in terms of language, currency and regulation — and for the UAE, a complete adaptation into Arabic with a right-to-left layout.
Magento migration, core model and country-by-country deployments.
We took over the ongoing project and assumed full responsibility for the technical side, with the support of Advisa for UX, UI and SEO. The first step was migration to the latest version of Magento — a significant upgrade that allowed the technical foundation to be cleaned up and the platform prepared for large-scale deployments.
We then built and deployed a solid and replicable core model: a shared technical base designed to be quickly adapted to the specificities of each country, whether that involved a new ERP, local regulations, or a language with particular typographic requirements. This core model is now live in 15 countries, with ongoing expansion planned.
65 sprints have been completed since late 2022, and 35 production releases in 2025 alone — a pace that reflects the team’s commitment and the project’s maturity. Day-to-day platform management has become a structuring partnership for NAOS.
A group that wants to share its tools without diluting each brand’s identity.
NAOS operates three distinct brands — Institut Esthederm, Bioderma and Etat Pur — with strong identities, different positionings, but a shared information system. The temptation to keep everything separate is real, but it comes at a cost: redeveloping the same features three times over, multiplying maintenance workloads, and extending time-to-market for every new component.
The challenge for NAOS was to find an architecture that allows technical value to be shared across brands without creating rigid dependencies. Modules such as loyalty programmes, PIM connectors, imports/exports and CRM management need to be developed once and deployed across all group platforms, while remaining configurable by market and by country.
This is as much an architectural challenge as an organisational one: technical teams need to think in terms of shared assets, not just individual projects.
Reusable modules that benefit the entire NAOS group.
We supported NAOS in building a multi-brand approach based on reusable modules — developed once, deployed everywhere. A module built for Institut Esthederm (loyalty, CRM, DAM, import/export) can be ported to Bioderma or Etat Pur without any redesign. The group’s unified information system makes this cross-brand approach possible; our role is to make it concrete and reliable in production.
This logic of technical capitalisation has a direct effect on delivery pace: weekly production releases are maintained across all group platforms, with consistency preserved between brands. Every improvement benefits the entire ecosystem — not just the site it was originally developed for.
It is this long-term vision — treating every development as an investment for the group — that differentiates our work from a simple maintenance service.
An ambitious front-end redesign to modernise the user experience.
After several years of successive deployments, the Institut Esthederm platform needed an in-depth modernisation of its front end. The existing Magento theme was showing its limits in terms of performance, maintainability and mobile experience.
NAOS made the decision to migrate to Hyvä, a next-generation Magento theme renowned for its performance and lightweight architecture. This is not simply a cosmetic change — it is an architectural redesign of the front end, touching page rendering, component logic and the checkout experience.
The deployment is being rolled out progressively, country by country, following a two-phase approach: the checkout first, then the full theme. Each country has its specificities: in Poland, a double opt-in is mandatory for newsletter sign-up; in the UAE, certain CTAs make no sense without a physical store network. Every deployment requires careful local reading before validation.
We are leading the Hyvä redesign on both the UX/UI and development sides. The Hyvä checkout is already live in several countries, including Poland. The full France theme has just been delivered, with a staging environment currently being enriched and validated for other markets.
In parallel, we are running A/B tests on mobile CTAs to identify best practices: as soon as a variant performs significantly better, it is deployed across all NAOS sites and in all relevant countries. This is a data-driven approach applied at group scale, enabling continuous and measurable improvement of the user experience.
The UK site deployment is also planned, following a delay in early 2026. The Hyvä redesign workstream continues, carried out with rigour, as the project enters its third year of continuous collaboration with NAOS.
A word from the Director of Product Owners at NAOS.
We are extremely satisfied with this duo of agencies and have found in ATI4 a quality partner, always able to support and assist us in the best way possible.
– Margaux Le Mercier, Director of Product Owners at NAOS.
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