Beauty.com dresses up with Web 2.0 tools
Beauty.com, a beauty products e-commerce site, has a new design featuring a more personalized look with Web 2.0 technologies such as a product zoom and interactive choices of free samples. The site is a subsidiary of Drugstore.com Inc., No. 35 in the Internet Retailer Top 500 Guide, a web-only retailer whose products include health, beauty and pharmacy goods.
New features now available on Beauty.com include a product zoom that magnifies multiple product views to help with color cosmetics with different hues or textures and shade matching tools that enable a product search by category or price, ingredient, or trend. Other features include customer reviews of top-rated products and a sample center where shoppers can interactively choose up to three free samples with any Beauty.com purchase.
In addition, Beauty.com customers can shop on Drugstore.com at the same time and use a single checkout. “Today’s savvy beauty customers shop a variety of price points in both drug stores and high-end department stores. They trade up on products that they view as investments and trade down on items they may not use as frequently,” says Kathleen McNeill, vice president of beauty for Beauty.com and Drugstore.com.
“Our goal is to create the best beauty shopping experience online with features and tools to assist our customers in making the personal choices that are right for them,” says Dawn Lepore, president, CEO and chairman of Drugstore.com. “This is only the beginning of our plans to bring a department store makeup counter experience to our customers online.”
Still to come this fall are interactive tools to assist customers as they shop among more than 200 beauty brands such as NARS, Philosophy and Frederic Fekkai, the company says.
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