October 31, 2012, 1:34 PM

A beauty of an iPad app

Beauty.com unveils an app after a 165% year-over-year increase in iPad-based orders.

Lead Photo

The Beauty.com iPad app.

Like many e-retailers, Beauty.com Inc. has been attracting an increasing number of shoppers on iPads. In response it has created a free mobile commerce app designed for its iPad shoppers.

The app is available today in Apple Inc.’s App Store. It presents extended beauty content, expert advice and enhanced features that enable mobile customers to sort through more than 375 beauty brands.

“We optimized the new site for mobile shopping, but we wanted the app to give customers a more tactile and visual shopping experience,” says president Kathleen McNeill. “With iPad orders alone growing more than 165% from last year, we really felt this app could be a better overall resource for entertainment, inspiration and exploration.”

The Beauty.com app allows shoppers to touch and slide through pages of products. An interactive color feature enables users to drag and drop to find products within a specific color family. Customers can personalize their product selection by tapping through categories to refine by formula, finish, benefit or concern. The app also displays site content like guest editor recommendations, staff picks and trend reports based upon relevance to a featured product.

The app debuts with a special offer. For a limited time customers who make a Beauty.com purchase using the iPad app will automatically receive an iPad case free while supplies last. Valued at $30, the shiny gold case closes with a top zipper and includes a handle.

Beauty.com is a sister site to drugstore.com, both of which are owned by Walgreen Co., No. 51 in the Internet Retailer Mobile 400.

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