Australian online retailer BEAUTYcrew celebrates its first birthday this month. The company says that delivering innovative and engaging content, optimising its ad placements and introducing shoppable video have been important in its success thus far.
Powered by Seven West Media, BEAUTYcrew launched one year ago as a single e-commerce platform, where women who love beauty can learn, try, review and buy. Its introduction marks the first time Pacific Magazines united in the one destination, providing expertise and a powerful cross-platform reach for consumers and clients alike.
Now one year on, the brand has seen some success, having garnered over 15,000 average daily unique browsers, a Facebook following over 110 K, whilst the brand’s Review Crew database has pooled together 2,000 plus beauty obsessed women who love to trial products and complete reviews. The site says it has now accumulated over 7,500 independent reviews.
The beauty site says that some key moves in its e-commerce platform have been pivotal in its strategy for success over the past year, including having recently further optimised its advertising placements, ensuring higher visibility with increased ad impressions and higher visibility.
BEAUTYcrew recently partnered with Chanel to release its first shoppable video. “The video alone generated overwhelming reach and impressive engagement, and it is just the first of many more to come,” says Jackie Frank, general manager of fashion, beauty and health at Pacific Magazines.
The brand has also welcomed its premium beauty sample boxes, The Parcel, delivering to over 80,000 Australian women in 2016. Together, the Review Crew and The Parcel now offer sampling opportunities to Pacific’s partners.
“It’s been an incredibly successful 12 months – and we have a lot to celebrate. Our always-on approach, ensures we’re seeding out contextually relevant content at all hours and across all platforms,” says Alex Noonan, BEAUTYcrew’s content director.
Engaging content has been another part of the brand’s upward growth strategy.
“Delivering innovative and engaging content is what we do best and as we continue to invest in the consumer experience with leading beauty journalism, beautiful photography and engaging videos, we will only further cement our position as number one in the online beauty spheres,” says Alex Noonan, BEAUTYcrew’s content director.
“Thanks to our incredible partnerships over the last year, we’re creating a meaningful connection between a brand and our audience. Just last month, we partnered with Estée Lauder on a Facebook Live that had over 76,000 views in a matter of hours. It’s a powerful way to deliver key messaging to a very engaged audience, whilst stimulating a two-way conversation with our beauty-loving consumer,” Noonan adds.
BEAUTYcrew has been supported by commercial partners including L’Oréal Australia, Estée Lauder Companies, Chanel, NIVEA, Coty, Parfums Christian Dior, Natural Instinct, Westfield and Scholl.
To celebrate BEAUTYcrew’s first birthday and thank the loyal following of their audience, the brand are launching a consumer giveaway. Full details are available at www.beautycrew.com.au.