The Net Works

Lancôme Relaunches E-Commerce Website

September 11, 2007

Lancôme has re-launched its U.S. e-commerce business as a completely new site filled with web shopping tools, brand content and interactive consumer features to become the premier destination for beauty products and services on the internet. Lancôme vice president of e-commerce Sarah Williams said, “We had to look outside the online beauty industry to see what people really want from a first-rate online shopping experience, because it simply did not exist in our category prior to today.”

According to Ms. Williams, Lancôme had another goal in mind for its site redesign: “to recreate the experience a client would have face-to-face with a Lancôme beauty advisor at counter by providing relevant and meaningful beauty and shopping tools that make their visit as pleasant, experiential and effective as possible.”

The new site will revolutionize the way people shop online for beauty and grooming products, according to the company. The site caters to those who know exactly what they want and need to get it fast, to those who like to spend time exploring and browsing and everyone in between.

Lancôme introduces beauty shoppers to the most innovative service tools the web has to offer, including: Quick Shop—by scrolling over products on any page on the site, shoppers can quickly add products to their shopping cart or their Wish List without having to click through to individual product pages. Color Explorer—based on individual shoppers’ preferred shades and skin tones, Color Explorer reveals all of the Lancôme products that fall into their specific shade range. Discontinued Items—the only tool of its kind, this feature suggests similar, alternative products when a client is looking for a beloved beauty product that has been discontinued. Enhanced Navigation—with improved on-line search tools and streamlined navigation, shoppers are able to quickly find exactly what they are looking for on the site. Product Organization—all products are now organized into easy-to-understand product families with filtering options and a “compare all” feature to assist shoppers to give shoppers a laser focus in finding the right product for their needs. Some other features include detailed product information, customized skin care and makeup advice, account management and all products also feature the Lancôme Power System for cross/up-selling. Shoppers have access to Beauty Buzz with VIP events, brand news and videos and a feature that highlights tips and insider advice from Lancôme’s sought-after team of national makeup artists.
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