Beauty Bay reveals ‘bold’ website rebrand

According to the social-first beauty retailer, it wanted to match its brand ethos with its new makeover

Online make-up retailer Beauty Bay has rebranded its US site in an effort to align the brand’s image with its ‘bold’ ethos.

The social-first e-tailer claims to have attracted the attention of 16 to 25-year-olds with its new site look, which has also been out across its social outlets.

For the redesign, Beauty Bay partnered with UK-based branding agency Meró, which used a digital-first approach.

George Burton, Head of Creative for Beauty Bay, who commissioned MERó added: “The intention was to create a digital-first brand that future-proofed the business and I’m pleased to say that we achieved that goal.

“The brand is clear and concise, even within the smallest amount of pixels. It also works well embossed on our new eyeshadows.”

The brand offers an eyeshadow palette featuring more than 40 colours.

Meanwhile, MERó’s founder Andy Culbert said: “The starting point was to throw away any preconceived ideas of Beauty Bay’s audience and to create a definitive view of the actual target audience’s current online behaviours, influencers and expectations - as they are today (with one eye also on what they might be in the coming years).

“We achieved this by taking a completely digital-first approach, designed for how Beauty Bay customers are engaging with them, from Instagram and YouTube to Snapchat and Twitter.”

He continued: “It offers a mix of fixed and flexible brand design to mirror today’s constantly changing world and allow them to react to seasonal trends and palettes.

“The website then continues the journey to make purchasing as easy and enjoyable as possible.”


Read our exclusive interview with Beauty Bay’s New Business Manager Maddie Wahdan on the brand’s buying strategy, what brands she’s on the look out for and her predictions for 2019.

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