The beauty retailer has redesigned its website with a new format that includes an improved navigation system that aims to guide consumers through what the company terms a more' interactive shopping experience'.
Countless personal care companies and associated retailers have reported the increasing importance of the internet to their sales in recent years, with major players such as Procter & Gamble, L'Oreal and its subsidiary Body Shop all launching major campaigns to promote their products over the internet as well as facilities to buy online.
However, the correct strategy has also proved to be very important, with a well designed and interactive site that allows consumers the best possible viewing of the products they might be interested in buying being amongst the key factors to a targeted and successful site.
Bearing this in mind, Bellezza says that its website redesign allows consumers to search the entire product catalog more efficiently, sorting by brand, category and product as price, as well as including detailed product reviews.
"We've had such tremendous success with Bellezza Skin Care that we decided to expand. Our goal with the new site is to blend ecommerce and an online community centered on women's issues," said founder Sherelle Reed.
Bellezza has forged itself as a supplier of quality beauty products in the North American market, but says its focus on the internet has helped it to break into a a more international market.
Recently internet beauty retailer makeup.com reported that its internet sales had increased by 108 per cent in the last six months on the back of a 64 per cent increase in the number of orders.
Industry experts say that this sort of growth is being felt throughout the industry as consumers become increasingly confident about making purchases of beauty products using this retail medium.
Currently analysts estimate that online personal care sales in the US are worth more than $210m, and growing at approximately 30 per cent each year.
