Beauty Bay unveils distinctive new web design

Beauty Bay has launched a new website this week, with distinctive user experience features to help it stand out from its competitors.

The homepage of the desktop site is divided into two scrolling columns – ‘Shop’ and ‘Discover’ – enabling visitors to instantly choose between commerce and content. The Shop column promotes new and trending items, while the Discover section takes consumers to make-up tips, product inspiration articles, and buying guides.

The two-column approach is also reflected on the Beauty Bay mobile website to maintain consistency across the retailer’s channels.

According to Nik Southworth, Beauty Bay’s CTO, the refreshed website is the start of several new developments with the brand.

In a message posted on LinkedIn on website launch day, he said: “Today we have released a completely new look and feel for our website that matches our company culture and brand identity.

“Alongside a fantastic new UI & UX, and simply amazing new product photography, we have also completely upgraded the entire underlying architecture of our web applications. Amazing work and all taken in the stride of our ridiculously talented people.”

In a nod to wider consumer behaviour changes, especially in Beauty Bay's core teen and twenties market, the retailer has also recently added a Vegan section to its website, which lists almost 1,500 items that it deems to be “vegan-friendly”.

Beauty Bay has been working with Manchester agency Mero in recent years to evolve its branding. A new logo, brand identity, and digital strategy was launched ahead of peak shopping period in 2018, based on various customer insights, social listening techniques, market research, and what the agency described as “Live the Brand" workshops.

Last year the partnership resulted in the creation of new ‘Instagrammable’ packaging for products developed in conjunction with beauty, fashion and lifestyle vlogger Jordan Lipscombe. It was the first time Beauty Bay had worked with a social influencer in this manner, with Lipscombe involved in multiple aspects of the creative process when bringing the product to market.