Online Exclusives

Customization from the Cloud

By Melissa Meisel, Associate Editor | April 7, 2014

Laura Geller Beauty taps Blucarat Social to personalize the online shopping experience.

Laura Geller Beauty, a top-selling cosmetic line at QVC, deployed Blucarat Social on www.laurageller.com and in weeks, reported improvements in conversion rates, order values and time on site, according to the company. The secret was Blucarat Social—a cloud-based solution used by e-commerce companies to create, moderate and market to communities directly on their native websites. 
 
Now friends, family, like-minded shoppers and product experts can connect directly on commerce sites to share questions, curated collections, product reviews and purchase inspirations. Blucarat, the developer of socially-enabled commerce solutions for online retailers, aims to seamlessly integrate shopping communities into online commerce sites and facilitate rich social interactions that generate new purchases, according to an executive at the company, which works with heavy hitters such as BCBG, Harry Winston and 1-800-Flowers.
 
“Social media is an important element of our sales and marketing strategies. It is a critical channel for delivering our brand message and launching new products—as well as educating our consumers about our products and sharing local events and promotions,” said Alyce Cucurullo, president and COO of Laura Geller Beauty. “We are committed to helping each woman become the most beautiful version of herself, and BluCarat has been a great tool to help us to customize our advice and recommendations for each individual shopper.
 
Laura Geller Beauty has a community of more than 100,000 “Geller Girls” whose knowledge of cosmetics and their proper application is now an invaluable boon for the brand and consumers alike, said the company. Blucarat Social empowers this community by creating an “in-store” forum where Geller Girls post and answer questions, create and share online makeup kits, chat in real time and much more.
 
During six months of deployment on the Laura Geller website, Blucarat Social has generated significant improvements in several areas key to online retailers. Users that logged into the “Beauty Bar” solution had a 49% increase in conversion rate compared to non-community members. Per visit value was 59% higher and the number of pages visited was 22% higher than those not using the Beauty Bar, said the company.
 
Shoppers feel that they get a better retail experience online than in-store, including better service, more perks and rewards, and the ability to make smarter purchasing decisions, according to recent studies from WSL. This finding was derived from the WSL’s recently conducted Digital Shopper Focus Group which gathered 11 frequent shoppers of both online retail sites and brick-and-mortar stores for a conversation about how 10-plus years of online shopping has changed consumer expectations in-store.
 
“Shoppers have learned how to find what they want quickly online, searching by category, brand and style, while accessing product information, comparing features, checking prices, finding coupons, and getting help on the spot,” said Wendy Liebmann, CEO of WSL.  “By comparison, traditional retail experiences are no longer good enough. Retailers now have an opportunity, and a challenge, to create a brick-and-mortar environment that cannot be duplicated online.”
 
Recent launches at Laura Geller include its Baked Elements Foundation, formulated with Italian water extracted from a 3,000-year-old thermal spring in Calabria, Italy. This formula delivers luminous, matte, buildable coverage while essential elements from the spring water nourish and hydrate skin from the inside out. Enriched with powerful minerals and antioxidants, Baked Elements helps protect and improve skin texture while providing flawless coverage, according to the company.
 
In order to create this medium-to-full buildable coverage foundation, liquid pigments are baked for 24 hours on terracotta tiles, then hand-finished by Italian artisans to produce a creamy powder. Crafted without additional powders or fillers that can cloud color, the micronized pigments wear color true and seamlessly match natural skin tones. The formula is available in six shades (porcelain, fair, light, medium, golden medium and tan). Key ingredients include hyaluronic acid, centella asiatica and jojoba oil.
 
The thermal spring water enriched with skin-nourishing elements and minerals is touted as a preventer of premature aging—a long-time secret in the Italian region.
 
But with networking hubs such as Blucarat and the Geller Girls, this secret won’t be safe for long.
 
“Blucarat is built on the belief that that online shoppers rely on purchase affirmations from friends and family today but do so in a clumsy, “out-of-band” way. We help retailers create social shopping communities directly within their online shops. Laura Geller Beauty has built an extremely loyal social community that is now activated directly on their commerce site,” said Blucarat CEO and founder Tom C. Kwon.
 
Other recent launches from Geller span from a Crème Glaze Eyeshadow Trio and Love Me Dew lip crayons at Ulta to a Triple Duty Concealer Kit on QVC. The company has also rolled out Eyelight brightening pen at various retail locations.
 
 
  • Supply-Side Innovations

    Supply-Side Innovations

    Tom Branna, Editorial Director||March 1, 2017
    Raw material suppliers roll up their sleeves and roll out their new products for the global cleaning industry.

  • New Faces in Familiar Places

    New Faces in Familiar Places

    Tom Branna, Editorial Director||March 1, 2017
    The American Cleaning Institute officially welcomed its new president.

  • Special Delivery

    Special Delivery

    Tom Branna, Editorial Director||March 1, 2017
    UV protection is important, but what good is that sunscreen if consumers won’t apply it?

  • It’s Magic!

    It’s Magic!

    Melissa Meisel, Associate Editor||March 20, 2017
    Argan oil-infused ‘Moroccan’ lip care brand jumps from WholeFoods into CVS.

  • On the Cutler Edge

    On the Cutler Edge

    Melissa Meisel, Associate Editor||March 13, 2017
    Top brand source at Redken forecasts up-to-the-minute hair trends.

  • Take The Hint

    Take The Hint

    Christine Esposito, Associate Editor||March 13, 2017
    Water brand forays into sun protection by capitalizing on scent and experience.

  • What’s Up with Brexit?

    What’s Up with Brexit?

    March 9, 2017
    During In-Cosmetics, industry experts from the CTPA will weigh in on what’s ahead for the beauty industry.

  • Shine On

    Shine On

    Christine Esposito, Associate Editor||March 6, 2017
    Jelmar’s Tarn-X tarnish remover celebrates 50th anniversary.

  • How We Clean

    How We Clean

    Tom Branna, Editorial Director||March 6, 2017
    Consumers describe what makes them tick and what ticks them off about household cleaning products.

  • Care for Your Hair

    Care for Your Hair

    Melissa Meisel, Associate Editor||February 27, 2017
    Salon expert Richard Jay talks about protecting tresses.

  • Fit for Fitness

    Fit for Fitness

    Christine Esposito, Associate Editor||February 21, 2017
    Kinx Active is a new brand targeting women who want beauty products that can stand up to their fitness routines.

  • Cargo Says Aloha To Spring/Summer

    Cargo Says Aloha To Spring/Summer

    Christine Esposito, Associate Editor||February 13, 2017
    Cargo Cosmetics has rolled out its new Spring/Summer collection with Hawiianan singer Anuhea.

  • Cashing In on Coconuts

    Cashing In on Coconuts

    Melissa Meisel, Associate Editor||February 6, 2017
    Organic to Green is making waves for its new oils and eco-friendly packaging.

  • Monday Morning Quarterback

    Monday Morning Quarterback

    Christine Esposito, Associate Editor||February 6, 2017
    Super Bowl commercials are big business. Let’s look at some of personal and household care brands that bought spots this year

  • Catch These Rising Stars of Beauty

    Catch These Rising Stars of Beauty

    Nancy Jeffries, Contributing Editor||February 6, 2017
    Who won what at Fashion Group International's Rising Star awards show

  • Coast To Coast

    Coast To Coast

    Melissa Meisel, Associate Editor||January 30, 2017
    Natural hand wash brand is aiming to make an environmental difference.

  • Switch It Up

    Switch It Up

    Christine Esposito, Associate Editor||January 30, 2017
    Chicago startup seeks to shake up the AP/deo category with a new launch that meshes sustainability, style and scent.

  • Skin of Color Society Connects Experts

    Skin of Color Society Connects Experts

    Melissa Meisel, Associate Editor||January 16, 2017
    Dermatologists from across the nation share information and ideas.

  • Erasa

    Erasa's New Evangelist(a)

    January 9, 2017
    Impressed by the performance of its hero SKU, supermodel Linda Evangelista joins the company in a hand's on role.

  • Discourse on Disclosure

    Discourse on Disclosure

    Tom Branna, Editorial Director||January 6, 2017
    Transparency impacts the cleaning industry.

  • The Top Stories of 2016

    The Top Stories of 2016

    December 26, 2016
    The companies and topics that grabbed headlines and your attention this year.

  • Positive Influence

    Positive Influence

    December 19, 2016
    Co-founder Elizabeth Scherle talks about her growing consumer review platform, top beauty products and more.

  • Pro Pigments

    Pro Pigments

    Melissa Meisel, Associate Editor||December 12, 2016
    Makeup brand Kryloan has a rich history in the industry and now open doors at a NYC flagship.

  • Fast Forward

    Fast Forward

    Melissa Meisel, Associate Editor||December 12, 2016
    Doug Cooper of IP Brands is thinking ahead when it comes to beauty trends.

  • Olivia Care Pays It Forward

    Olivia Care Pays It Forward

    Christine Esposito, Associate Editor||December 12, 2016
    Seeking post-election unity, a small natural personal care company hopes to cause a big wave of giving.

  • Patent Activity: Colgate-Palmolive

    Patent Activity: Colgate-Palmolive

    December 6, 2016
    New oral care compositions, the use of radish root ferment filtrate in a cleanser and more.

  • Sparkle & Shine

    Sparkle & Shine

    Melissa Meisel, Associate Editor||November 21, 2016
    Glam packaging and upscale scent combos are big at Yankee Candle for Holiday 2016.

  • Cos Bar: Turning 40 and Hitting Fast Forward

    Cos Bar: Turning 40 and Hitting Fast Forward

    Christine Esposito, Associate Editor||November 21, 2016
    With a recent investor infusion, a new CEO and rebranding effort underway, this luxury beauty retailer has big plans.