Urban Decay is beauty with an edge. It is feminine, dangerous, and fun — appealing to celebrities, rock stars and anyone who relishes her individuality and dares to express it.
After years of running its e-commerce operations on an antiquated legacy platform, Urban Decay selected Demandware to support the next evolution of it’s online shopping experience. Shortly thereafter, Precision Design Studios was chosen to manage the implementation of this new experience which offered consumers an inside look at color palettes and product finishes.
The site went live in mid 2011 and since then, Precision has helped Urban Decay to evolve their online brand experience to a new level through the addition of numerous features such as:
- Steal Our Looks — an interactive shopping experience that enables customers to purchase the items featured in a sketch of how to wear products. The sketches are of a woman’s face, and the customer modifies the face by applying different kinds of makeup and in different combinations. These combinations are tied to Demandware’s catalog feature called “Product Sets”, which makes it easy for the customer to use one Add to Cart click to buy the makeup they want based on the sketches they liked.
- Urban Decay Pro — a custom shopping experience and shopping credits for beauty professionals. The beauty professionals were signed up by Urban Decay’s Customer Service team, and rewarded for being marketplace influencers with access to a unique product catalog assortment and a free allowance, that reset on a monthly basis.
- Social engagement tools — ratings and review capabilities and photo and video uploading.
- Mobile – quickly and easily explore the brand, the entire product offering, read product reviews, view multiple product photos and find retail stores. This was one of the very first integrations of Bazaarvoice for mobile on a Demandware client.