Online cosmetic sites innovate with outside help

By Louise Prance

- Last updated on GMT

Yet another cosmetics company is outsourcing to an independent
marketing group to create a website that fully benefits from the
profitable internet consumer.

Beautiful Pure, a natural and organic company that manufactures personal care products, has teamed up with Moneyspyder, a marketing business, to launch its luxury products online. As more cosmetic companies wake up to the strong selling power of the internet, and make a move to capitalise on the 'on-the-go consumer', many are increasingly searching for ways in which to trump competitors and access a wider target audience, in turn boosting sales. Marc Winn - Co-Founder of Beautiful Pure said, "We choseMoneyspyder as our integrated e-commerce business partner because of their commitment to continual month on month business improvement via data analytics, their speed of delivery of the project and their use of agile development methodology, which resulted in clear demonstrable progress at each stage of the iterative project build". ​The company, based in Channel Islands, will sell brands that are new to the market, such as Abahna, Balm Balm, Circaroma and Marius Fabre, with the new website said to be innovative in online branding. The website incorporates many features that are hoped to push the company forward as market leaders in the online forum, including product display, improved usability via on-screen tools highlighting the product purchase journey and a one page simplified check out process, said to remove purchase confusion and reduce check out abandonment. "By reviewing monthly web analytics data we will be able to adopt and change to customer trends and online market fashions via the flexibility of theMoneyspyder platform,"​ said James Aston, managing director of Moneyspyder. However, it is not just the cosmetics industry that is picking up on the trend, with a French perfumer recently launching an online boutique in collaboration with a UK based design agency Neue Media to create an online forum that promotes prestige brands more commonly found in boutiques. Following the success of its fragrance store the company used the design agency to boost the consumer base for the business, giving it access to a much wider target audience who are more likely to purchase products online than in-store. In turn hoping that the multi-functional content of the site would help push the company forward as market leading innovators within online luxury perfume brand sales. Neue Media designed the site to cater for all online needs, offering multiple languages, multiple currencies and other features, including advanced user recognition and a resolution responsive layout. Going above and beyond many flagship internet stores, the design agency dealt with different cultural spending habits, whilst addressing different security and logistical issues. According to the company the system allows different regions to be sold different products, whilst also adapting to different pricing and payment structures within each region - helping the perfume business extend its reach across the globe and out of Europe. A recent report 'Marketing Beauty With The Internet Beast', by Mary Beth Kemp of Forrester, showed how the average beauty consumer is now favouring online media portals as the way to view product descriptions for beauty and cosmetic products as opposed to more traditional media. And with just under half of those browsers taking the step from merely 'window shopping' to buying, this news will no doubt encourage more cosmetic manufacturers to step up internet campaigns. Likewise, with 42 per cent of internet beauty buyers allegedly sharing and telling friends about products discovered, the online 'word -of -mouth' marketing tool is key to the increased sales of cosmetic products.

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