Naos Group.
EXPERTISE.
Audit and consultancy, International deployment
TECHNLOGY.
Adobe Commerce (Magento)
FIELD.
Health and Pharmaceuticals
A French beauty group with a digital ambition to match its expertise.
Founded in 1977 in Aix-en-Provence, NAOS is the parent company of three iconic skincare brands: Bioderma, Institut Esthederm and Etat Pur. What unites them is a shared philosophy — ecobiology — which considers the skin as a living ecosystem to be respected rather than over-treated. All products are manufactured in France, clinically tested, and designed to strengthen the skin’s natural mechanisms.
For a long time, naos.com served a purely corporate purpose: presenting the group, its values and its brands. But NAOS had a broader vision. The group wanted to transform its digital presence into a genuine destination for skincare enthusiasts — creating a space that no longer just talks about the company, but directly serves the customers of its three brands, internationally.
To lead this ambitious project, NAOS placed its trust in our teams, building on the success of the missions carried out on Institut Esthederm and Etat Pur. The mission was to take over and redesign the Brand Platform, making it the core of the group’s entire digital ecosystem.
From corporate showcase to a living, international brand platform.
We supported NAOS in the complete redesign of its Brand Platform. The objective was twofold: modernise the corporate site naos.com and integrate cross-brand services usable across all of the group’s brands.
The platform is now the entry point into an ecosystem of shared services. It hosts Skin Observer — the AI-powered skin diagnostic tool — as well as AskNAOS, a dedicated search engine for the group’s products and ingredients, which redirects to enriched product pages. These services are designed to be integrated via iframe on the Bioderma, Esthederm and Etat Pur sites — developed once and deployed everywhere.
Since the start of the collaboration, our teams have regularly travelled to Aix-en-Provence to work in immersion with the NAOS teams, nurturing the quality and relevance of all our deliveries.
Personalising the customer experience at the scale of a multi-brand group.
In the dermatological skincare sector, personalisation is a major challenge. Customers are no longer just looking for a product — they are looking for the right answer for their skin, with its specificities, imbalances and needs. NAOS, with its ecobiological philosophy, was particularly well positioned to offer this level of guidance.
Two distinct needs coexisted. On one side, a tool capable of analysing each user’s skin and recommending a personalised skincare routine that could be used across all of the group’s sites. On the other, an intelligent search engine allowing users to explore NAOS products and ingredients in depth, with clear information on composition, uses and benefits.
Both tools needed to be designed as shared services, integratable on each of the three brands’ sites, without requiring redevelopment at each deployment.
Skin Observer and AskNAOS: two tools designed for the entire group.
We developed Skin Observer — an online questionnaire powered by artificial intelligence that analyses the user’s skin characteristics and generates product recommendations tailored to their needs. The backend is built on Symfony 7 and PHP 8, the database on Doctrine, and the front end on Tailwind for a smooth and performant experience. The tool is hosted on the Brand Platform and integrated via iframe on the three brands’ sites.
We also developed AskNAOS — a dedicated search engine that allows users to explore the group’s products and ingredients. Each search redirects to a product page featuring the detailed composition, usage instructions and benefits of the product, turning curiosity into purchase conviction.
These two tools embody NAOS’s vision: scientific expertise in the service of a concrete, personalised customer experience, accessible from any of its brands.
Unifying the customer journey between online and in-store purchases with the loyalty OCR.
NAOS sells its products both online and through physical points of sale (pharmacies, beauty institutes, specialist retailers). For a long time, these two channels didn’t communicate: an in-store purchase earned no loyalty points, leaving a large portion of customers outside the rewards programme.
The challenge was to change this without imposing anything on the distribution network. The answer was to put the tool directly in the customer’s hands. We developed and delivered a loyalty OCR module: the user can photograph or upload their receipt from the app, the tool recognises the products purchased and automatically credits the corresponding loyalty points, redeemable across all of the group’s sites, regardless of the brand. A feature developed via the Brand Platform that immediately benefits the entire NAOS ecosystem.
QA and improvement at every sprint.
In parallel, substantial groundwork was carried out on the platform itself. Following a technical audit, a complete code refactoring was conducted — the kind of work that is invisible to the client, but changes everything over the long term in terms of maintainability and reliability.
A QA team joined the project at the end of 2025 to strengthen the rigour of deliveries. And at every sprint, the team takes on improvement topics it raises itself — not only requests coming from the client, but also evolutions driven internally.
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