Buxom Cosmetics’ new ecommerce and digital strategy

By Deanna Utroske contact

- Last updated on GMT

Buxom Cosmetics’ new ecommerce and digital strategy

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Under the direction of Serena Giovi, senior vice president of global for Buxom at Shiseido Americas Corporation, the prestige color cosmetics line is positioning itself to be a digitally driven brand.

This week Shiseido Americas debuted a new ecommerce site for the brand that’s full of shoppable content, much of which is consumer-generated.

“Buxom is bigger, bolder, and sexier than ever with the launch of our new e-commerce website​,” Serena Giovi, senior vice president of global for Buxom at Shiseido Americas Corporation, says in a company press release about the brand’s advancing strategy. “Our new website allows us to further follow our vision for building Buxom into a social and digitally-driven brand, while serving as a new platform to connect directly with our fans.”

Mobile brand

Then new site was “designed with a mobile first experience, customers can easily shop on smart phones, tablets or computers,” ​notes the release.

The image-filled site seems to also be designed for discovery. A page called #BANDOFBABES promises to “[showcase] makeup looks from Buxom's Instagram followers, with a following of nearly 260,000 devotees and growing,” ​according to the press release.

For now images from Buxom’s own Instagram are featured. Each look is shoppable to an extent; clicking on a photo brings up a slide show of select Buxom products used in each image. And clicking on an item, links consumers to either the new Buxom ecommerce item page or in some cases to the Ulta Beauty page for that item (which can mean users are filling two different shopping bags as they navigate the site).  


There’s how-to beauty content on the new Buxom site too.  “The Unleash Artistry page is loaded with exclusive beauty tips, tricks, and amazing how-to's from Buxom's talented director of education and artistry, David Birdwell,” ​as the release notes. These aren’t video tutorials but rather still images of each finished look and numbered step-by-step text instructions to recreate, say, a “Fiercely Flirty” ​lip. According to the press release these will be shoppable features too (but that function doesn’t seem to be up and running yet).

As the site matures and fills with content, its sure to become more engaging: “E-commerce is just the beginning,” ​according to the brand’s press release, “exciting new online strategy provides an immersive and interactive shopping experience, packed with user-generated content integrated throughout the site via social media.”

Related topics: Market Trends, Digital, Color Cosmetics

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