The Challenge
Kendo Brands, part of LVMH, operates a house of beauty brands across multiple regions, each with its own web presence and its own history of measurement decisions. Over time, that autonomy produced a fragmented data picture: tracking implemented differently from site to site, consent handled inconsistently across markets, and no shared definition of what a given metric meant.
For a business operating in luxury beauty, that fragmentation carried real exposure. Divergent tracking and consent practices across brand sites and regions created privacy compliance risk, and the absence of a shared data foundation made it hard to reconcile reporting or trust the numbers being used for decisions.
The mandate was clear on both counts: resolve the underlying data inconsistencies and bring the estate into global privacy compliance, without disrupting the brands’ ability to operate independently.
Our Approach
We treated this as a compliance problem and a data-architecture problem at the same time, sequencing the work so that consent and tracking were standardised before any single source of truth could be trusted. We moved deliberately, starting narrow and expanding only once the foundation held.
Crawl phase. We began by mapping the estate as it actually was: how tracking was implemented on each brand site, how consent was captured and honoured in each region, and where the definitions diverged. This audit established a shared baseline and surfaced the specific inconsistencies that were driving both the reporting gaps and the compliance risk, so that later work corrected root causes rather than symptoms.
Walk phase. With the baseline agreed, we standardised the estate through a small number of coordinated workstreams:
- Standardised tracking. A consistent tracking specification applied uniformly across all brand sites, replacing per-site implementations with one shared, documented approach.
- Consent management. Consent capture and enforcement aligned to a common standard across regions, so that each market’s requirements were met through the same framework rather than ad hoc handling.
- Single source of truth. A consolidated data foundation, built on the standardised tracking and consent layers, giving the brands one consistent reference across sites and regions.
- Governance and rollout. Phased extension of the standard across the estate, with the definitions and controls documented so that compliance and consistency could be maintained as new sites and campaigns came online.
The Outcomes
The work removed the compliance exposure quickly and left Kendo with a durable, shared data foundation in its place.
- Eliminated the legal risk within months, bringing tracking and consent across the estate into global privacy compliance.
- Established a single source of truth spanning all brand sites and regions, so reporting draws from one consistent foundation.
- Standardised tracking across the estate, replacing divergent per-site implementations with one documented approach.
- Aligned consent management across regions, so each market’s requirements are met through a common framework.
- Gave the brands a maintainable basis for consistency and compliance as the estate continues to grow.