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Companies & industry

Beautybox launches a new shop layout and restructures its e-commerce platform to improve shopping experience

Seven years after Grupo Boticário’s launch, the largest premium beauty brand in the country evolves - aiming for sophistication, growth and innovative digital technology - and double the revenue.

The Beauty Box is now Beautybox. The subtle name change of the brand - which is part of Grupo Boticário - came with a series of other changes, ranging from a new store layout to the restructuring of the e-commerce platform, promising to improve the customer’s shopping experience and bring online and offline experiences together.

Cristiane Irigon, executive director at Beautybox

Cristiane Irigon, executive director at Beautybox

"We say it is an evolution and not a big ’restructuring’," says Cristiane Irigon, executive director at Beautybox. "Nowadays everything changes much faster. Seven years ago, when the brand was born, things were completely different. Our brand needed to grow and we adjusted the business model to better address our customers."

Out of the brand’s 40 stores, two are already operating with the new layout. Located in Brasília and Belo Horizonte, both stores have a larger area for customers to try cosmetics and to attend classes and workshops. According to the executive director, customers who try the makeup services at the store buy 213% more than other clients.

More sophisticated, the new stores also bring technological devices. "Consumers want to try the products to find out what fits them best and many of these resources help them achieve this," says Irigon, who explains some of these innovations.

Smart Mirror Beautybox is a mirror with video tutorials so clients can follow a series of procedures step-by-step, providing before-and-after photos, so partner brands can also get involved. The Infinite Shelf is a screen on which customers can access the company’s website, read content on each product and their manufacturers and buy products that are not available in store. The Pick-up In-Store totem allows people to buy on the website - - and collect the product from the store, with no cost for delivery, before using a QR code to receive the product automatically, without the need for interaction with a salesperson.

The website also played an important role in the company’s restructuring. "In this evolving journey, we realized that there was an opportunity to improve our e-commerce platform to work as an Omnichannel," says Irigon. Offering more information to help consumers through the shopping process, the website is perfect for clients who want to buy quickly and who enjoy learning more about each product, claims the executive director. "Whether on the website or in the store, what matters is delivering a flowing shopping experience. We hope to increase customer satisfaction and double our revenue," she says.

Beautybox is the largest premium beauty brand in Brazil and its website restructuring comes only a few months after Grupo Boticário announced the acquisition of the e-commerce store Beleza na Web. The platform for cosmetics sales was launched over 10 years ago and became a market leader with a portfolio of around 17,000 products from 360 national and international brands.

There are even more changes happening at Beautybox, which brings new products to its portfolio such as foreign items from Smashbox, Tom Ford, Kérastase and Phyto as well as fragrances from Guerlain. "In November we’ll begin to work with the Brazilian brand Truss, for professional hair care. We are also negotiating with other national companies to bring new ranges later this year," says Irigon.

Renata Martins


© 2019 - Brazil Beauty News -

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