China's new generation of consumers is profoundly reshaping the country's commercial landscape. As the owner of numerous chain stores, Maybelline relies heavily on physical retail—the most direct channel for customer engagement—yet faces multifaceted challenges from both market evolution and internal transformation needs.

In today's dynamic retail environment, many established companies struggle with outdated operational systems that fail to meet contemporary marketing and management demands. Moreover, enterprise-grade data solutions often lack customization and cannot keep pace with the need for rapid digital adaptation. Compounding these challenges, evolving industry regulations require constant attention, as any new policy can directly impact corporate planning and day-to-day operations.

Additionally, Maybelline must coordinate with multiple stakeholders—distributors, brand channel partners, and internal brand teams—while managing product launches across various e-commerce platforms. With multiple departments involved in online sales processes and diverse customer roles to accommodate, the brand urgently needed a unified system to efficiently manage product assets, synchronize product information releases, and integrate multi-channel operations within a consolidated e-commerce middle platform.

Amid these market conditions, Whale provided Maybelline with an effective data management solution featuring data integration, asset sharing & collaborative workflows, third-party platform connectivity, unified online product information editing, and one-click publishing—significantly boosting operational efficiency.

Through Whale Harbor, the brand now achieves unified management and distribution of online and offline content, streamlining product-related data across all channels and brands. Harbor enables role-based permissions for different departments, allowing cross-team collaboration on the same product assets and content—dramatically improving internal coordination. Integrated with platforms like Tmall and JD.com, it automatically adapts visuals for different channels and promotional slots, supporting one-click publishing of product information and assets to all screen endpoints. This has helped Maybelline realize true multi-channel integration and centralized e-commerce management.

Furthermore, Whale's LTS system—custom-built for the cosmetics industry under new regulatory requirements—provided timely and rapid support for urgent compliance needs such as certificate review and verification, substantially elevating the brand's overall operational management efficiency.

This collaboration has greatly strengthened Maybelline's control over online-offline data operations, significantly increased management efficiency, reduced operational costs, and set a valuable benchmark for data management across the beauty retail industry.

Looking ahead, Whale will continue to support Maybelline in expanding its digital business middle platform capabilities through comprehensive upgrades to its data management systems.