EST
Making efficient and collaborative strides in eco-friendly cosmetics
Bringing new personalization and customization features to bareMinerals
bareMinerals is a premium, environmentally-conscious cosmetics brand owned by Orveon. The brand was looking to foster a closer connection with the younger side of its demographic by optimizing its website with a more digitally native look and feel. This goal was attained by migrating the bareMinerals website from SFCC to Shopify and developing new site functionality, such as introducing personalization and integrating virtual try-on tools. Half Helix took on the development and strategy challenges for this project while also working on another Orveon brand, Laura Mercier where we conducted deep discovery to ensure a cohesive approach across Orveon’s multiple brands. Collaborating with Elva on the design side, this team effort made thoughtful reuse of some of the code developed for the Laura Mercier project which sped up decision-making and integrations, launching one month ahead of schedule.
Disciplines
- Shopify Development
- SFCC Migration
- Nosto Integration
- Klevu Integration
- Perfect Corp Integration
Location
Visit Live Site
01
Shopify migration for new features and efficiency
The migration from SFCC to Shopify was driven by a need to solve for pain points such as operating complexity, slow load times, and high cost, as well as an overall need to refresh the website from a consumer perspective. Using a similar approach as the Laura Mercier project, the migration led to greater flexibility and easier setup on the admin side, and introduced a useful library of content modules. The strategy used for modules and custom pages allows the team to mix and match different content in grid blocks and video galleries, simplifying the process for new content, launches, and products. The migration has streamlined processes for brand operators making content creation and management more efficient and user-friendly.
02
A flexible universal theme for seamless expansion
bareMinerals needed an efficient and flexible process for brand operators to launch regionally-targeted sites. The Half Helix team built one universal theme that supports all integrations used by Orveon across their brands. Theme settings allows bareMinerals to toggle integrations on and off across their expansion stores to support each local market’s unique needs, enabling the brand to manage their stores with minimal developer support. This significantly increased speed to market, with two regional stores launched so far and many more quick to follow.
03
Creating much-needed personalization features with Nosto
Shopping beauty products online requires a highly detailed user experience to ensure the customers can easily identify the products that meet their specific needs. The Half Helix team leveraged personalization tool Nosto, which was integrated into the bareMinerals website to elevate the shopping experience. This included product carousels to be instated across various pages, such as custom-built “recommended for you" and “you may also like” sections fed by AI-generated user behaviour. The collaboration with Nosto was informed by deep logic and extensive user journey data and includes the ability to A/B test components such as titles for content blocks to optimize conversion and more. Combining Half Helix’s strategy with the metrics offered by the Nosto platform, these feature have created new possibilities for conversion through a more personalized shopping experience.
