Online beauty community and store The Beautyst, has expanded its digital strategy to launch what is described as the first marketplace fully dedicated to beauty products. The Beautyst is using an online marketplace platform from Mirakl that will host transactions between buyers and sellers of a range of different beauty products.
Launched in 2011, The Beautyst has a community of 250,000 'beautystas', 650 beauty bloggers and offers more than 20,000 products as the ultimate online destination for essential make up tips, beauty news and online shopping. The new online marketplace will provide extensive product choice to the 'beautystas' and offer brands a new e-commerce channel that harnesses the power of The Beautyst's social following and community – a combination of content and commerce.
"Social networks are very important to the beauty market - 14 billion videos have already been watched on YouTube and 63% of beauty purchases are influenced by a blog*", said Geraldine Cohen, The Beautyst Founder. "Our ambition is not to compete with major cosmetics brands but to become a strategic partner in the ecommerce market. To achieve this, it was essential for us to work with Mirakl to develop our digital strategy."
The Beautyst reinvents the beauty shopping experience by making it collaborative and community-based. The social content (photo and video tutorials, blogger feedback) is at the core of the purchasing journey to guide consumers, with more than 300 pieces of content posted every day. Consumers register their beauty profile, and then receive a completely personalised experience. Social content (video tutorials, pictures, user feedback) is recommended to them, and they discover new products to purchase in just a few clicks.
"There are a number of specialist marketplaces that have taken off and The Beautyst, with its unique purchasing experience that combines expert advice with the chance to buy beauty products could be another," said Adrien Nussenbaum, co-founder, Mirakl. "Content and commerce work well together, and this demonstrates the potential of the marketplace model to monetise an audience, and shows how Mirakl's platform can support start-ups as well as the world's biggest retailers."
*Study lead by Vries agency