Is beauty in the eye of the beholder? Can beauty be applied to the virtual world? While I’m in no privileged position to answer the former, the clear answer to the latter is a resounding yes.
Once upon a time, the beauty and cosmetics industry was predominantly fixed to physical spaces. Trying on beauty and skin products and consulting with an expert are important steps in a purchase, and these constraints meant smaller spaces for online sales.
And then with technological advancement, new capabilities arose to aid online sales — such as augmented reality, the popularization of vloggers and store expert tutorials on social media — and has boosted the ecommerce stature of the beauty and cosmetics industry.
Some of the best in the business that lead in top-quality digital experiences use Salesforce Commerce Cloud to give them the edge, focussed on personalization that is also mobile friendly. Let’s take a look at the top 10.
This eye, lip, and face (e.l.f.) focussed company has gone through a huge digital makeover using Salesforce Commerce Cloud, which has gotten them through the pandemic so far. At the end of May this year, the company registered year-on-year growth of 13%.
e.l.f has been using Salesforce for two years now and integrates a number of the family clouds, such as Commerce Cloud, Marketing Cloud, and Service Cloud.
This 21-year-old cosmetics company provides PETA-approved cruelty-free products that are sold in over 70 countries. Hosted through SFCC, the ad content that it delivers is actually via its own customers who send in their own images and Instagram posts which then the company shares and publicizes.
The New York-headquartered company sells its products both in the US via department stores and internationally via Sephora. It recently redesigned its digital experience after implementing Salesforce Commerce Cloud, taking advantage of the platform’s scalability as it continues to expand into new markets following recent triple-digit growth.
When it comes to convention, there is none in sight for NARS, whose reputation is all about breaking rules and pushing boundaries — and they’re doing it all on Salesforce Commerce Cloud. From its live chat functionality and virtual try ons to its latest XXX Chatroom where potential customers chat to a raunchy robot that (hopefully!) climaxes in a sale, which has been great for pushing their unique brand image and sales — yet may make you feel like you need a shower after the conversation comes to a close.
The French luxury brand founded in the thirties implements the modern tech of SFCC to create quicker and better customer experiences with a focus on mobile. Load times got suppressed and led to double-digit increases in the AOV, bounce rate, and mobile sales.
The American cosmetics company serves a global market and works with a host of celebrities and models. Now a $1 billion giant, it sells cruelty-free products and uses Salesforce Commerce Cloud for its ecommerce operations.
A subsidiary of the large Japanese multinational Shiseido, bareMinerals is hosted on Salesforce Commerce Cloud and has driven online sales. More recently it has launched virtual beauty consultations during the pandemic as a way to combat the sharp drops in overall sales.
The California-based cosmetics company, known mostly for their Naked collection, works with celebrities to boost their brand and with Salesforce Commerce Cloud to strengthen their ecommerce presence.
The only Australian-based company on this list, Mecca has been very effective by using Salesforce Commerce Cloud to drive its social media presence. As one example, its retail staff have been connecting to social media platforms to feature simple make-up tutorials and skin care routines; and they remain available for video conferencing, to deliver personalised experiences to customers.
Then there is L’Oréal, the world’s leading cosmetics company that generates north of $30 billion in revenue. It actually owns plenty of subsidiaries including some on this list — Lancome and NYX Cosmetics. It has launched SFCC across more than one hundred ecommerce sites in 63 markets, as well as works with Salesforce’s customer service center.
PS: UV is one of the world’s leading Salesforce B2C Commerce Cloud (Demandware) consultancies. Contact us to see how we can work together.