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Pierre Fabre - One Design system to rule them all

A single platform offering multiple experiences

The project

How can we accelerate our digital efforts and improve the client experience across all Pierre Fabre Group brands, the world leader in dermo-cosmetics?

The context

Pierre Fabre, a major French pharmaceutical group, is the originator of dermo-cosmetics, hence the group is particularly present in the fields of health and beauty.

In 2020, as part of a global digital acceleration initiative, Pierre Fabre called on the Wide Agency's expertise to help optimize its client experience.

The issues at stake

Our role has been to conceive and design the omnichannel pathways of all the group's brands while taking into account the dictates of rationalization to ensure costs and time-to-market are optimized and that the Core Model of the pilot brands is implemented.


  • Develop the online presence of the group's brands
  • Strengthen the brand's territory, participation, and conversion
  • Develop client awareness

We built a Design System enabling us to deploy a consistent, efficient client experience across all digital touch points of the group's various brands.
By integrating the Design System into a factory site, we made it possible to immediately and easily use all of the group's brand assets.

We advanced the Design System in an effort to deploy a consistent, effective client experience across every digital channel for all of the group's brands.
Brice NAJDA - Consulting Manager
The Core Model

To put together the initial basis of the Design System, we focused on two emblematic pilot brands: Eau Thermale Avène and René Furterer.
We devised a logic based on a Design System Master that we refer to as the Core Model, which would then be adapted for each of our brands.
We established a ratio of 80% generic elements common to all brands versus 20% of brand-specific elements including in particular the graphical identity and certain specific functional requirements.

Life Cycle

Our Core Model consists of a library of components and templates together with usage guidelines, integrated into a platform specifically for Design Systems: Frontify.
We applied the Atomic Design principles for structuring the various elements of the Core Model.

The design stages

Key steps in building the Core Model:

  • Definition of the experience strategy and the broad principles that guide our design work
  • Five design sprints to create all the required templates addressing each of the user experiences based on the two pilot brands
  • Each block or component is identified and subsequently rationalized in a Core Model approach
  • The templates and blocks are then converted into Mobile and Desktop graphics for each of the brands

All the Core Model elements were naturally conceived in Responsive Design. They include an SEO optimization layer as well as customization capabilities enabling the easy integration of different brand identities.

The tool employed:
 We opted to go with the Frontify solution as it perfectly met our needs.

mock up

This is how we were able to build a solid, high-performance foundation available to all of our brands and partners. It will provide the basis for developing the entire digital ecosystem of the Pierre Fabre Group's brands over the next three years.

6 Brand Design Systems

120 website variations

40 countries deployed

500 audited users

We Create Continuous Relationship Experiences ! 

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