08.18.11
Benefit Cosmetics will unveil its new global ecommerce site today. The robust site will serve as a powerful brand awareness and sales tool, the company said.
Each page of the new site is designed to be an exuberant expression of Benefit's playful brand personality. It celebrates the brand's iconic mannequins, thought bubbles, and words of wisdom, with key San Francisco visual elements that hearken back to Benefit's home woven throughout.
The new site incorporates predictive search and an ability to preview search results make it easy for customers to find the firm’s wittily named products, how-to videos and customer product reviews. The ability to personalize graphics displayed based on customer segments, including customer purchase behavior and site visitor type, will improve relevance and conversion. A playful "Buy Me!" button is displayed everywhere to invite strong shopping conversion, the company said.
"Benefit is uniquely focused on providing quick and easy solutions to every beauty dilemma, and serving those solutions up with a dose of humor and a wink. This project is all about aligning our web presence with that focus. We wanted to make it easier for our customer to navigate and shop for the solutions she needs, while serving up a whole lotta' beauty school content," says Valerie Hoecke, VP, Digital Experience & Commerce.
"One of our promises is quick and easy beauty solutions, and our website has to provide those too," added Hoecke. An easy 2-step checkout process delivers. Benefit Facebook, Twitter & YouTube brand pages have been integrated to connect customers with the brand's social communities.
Benefit launched a new site in China on the same global platform in April, and plans to launch additional new sites in the UK, Europe and Korea over the next 18 months.
Each page of the new site is designed to be an exuberant expression of Benefit's playful brand personality. It celebrates the brand's iconic mannequins, thought bubbles, and words of wisdom, with key San Francisco visual elements that hearken back to Benefit's home woven throughout.
The new site incorporates predictive search and an ability to preview search results make it easy for customers to find the firm’s wittily named products, how-to videos and customer product reviews. The ability to personalize graphics displayed based on customer segments, including customer purchase behavior and site visitor type, will improve relevance and conversion. A playful "Buy Me!" button is displayed everywhere to invite strong shopping conversion, the company said.
"Benefit is uniquely focused on providing quick and easy solutions to every beauty dilemma, and serving those solutions up with a dose of humor and a wink. This project is all about aligning our web presence with that focus. We wanted to make it easier for our customer to navigate and shop for the solutions she needs, while serving up a whole lotta' beauty school content," says Valerie Hoecke, VP, Digital Experience & Commerce.
"One of our promises is quick and easy beauty solutions, and our website has to provide those too," added Hoecke. An easy 2-step checkout process delivers. Benefit Facebook, Twitter & YouTube brand pages have been integrated to connect customers with the brand's social communities.
Benefit launched a new site in China on the same global platform in April, and plans to launch additional new sites in the UK, Europe and Korea over the next 18 months.