Beauty.com, a subsidiary of drugstore.com Inc., plans to make enhancements to its shopping technology and revamp its site presentation and brand selection. Launching in early fall, the Beauty.com store will offer individual brand boutiques that portray the full story of each brand with a customized presentation of that brand’s product line.
Beauty.com says highlighting the brands in a boutique format allows the company to focus marketing and site resources on the hottest brands of the industry. As part of the boutique strategy, Beauty.com will drop brands that have not been selling well, although the company did not disclose which ones it would eliminate. In addition, Beauty.com will undergo more technical integration with Drugstore.com, in order to offer cross-sell technology and virtual kits, which allow brands to sell individual products together as a package.
Beauty.com will keep its URLs and will have a prominent storefront in the Drugstore.com Home Spa Store. Consumers who want to shop on both sites will have one checkout procedure. Beauty.com also will add personalized shopping reminders and special alerts for customers.