For beauty enthusiasts, stepping into a beauty store or browsing a beauty website is more than just part of the shopping process – it’s an opportunity for discovery, especially when it comes to luxury products. The experience of trying fragrances, feeling textures, and admiring packaging awakens the senses and ignites a desire for items from top brands like Dior, Jo Malone London, Tom Ford, Moncler, Sisley, Guerlain, Van Cleef & Arpels, Hermès, Cartier, and Bvlgari. These coveted brands, already part of Beleza na Web’s portfolio, now enjoy a dedicated and exclusive space on the website.
Responding to the aspirations of their discerning clientele, the digital platform unveiled a specific page for these luxury labels with a cocktail event held at the Rosewood hotel in São Paulo on October 29th. “The event celebrates this new journey and allows us to tell this story as luxury demands – intimately and carefully, with quality time to engage with each guest. More than that, our partner brands were with us, making the atmosphere even more special with the exhibition of their hero products and latest launches,” shared Maria Isabel Miranda, Beleza na Web’s Executive Director of Beauty.
At the event, experts offered an immersive experience focusing primarily on fragrances and haircare. “We are constantly attentive to the movements of the beauty market, new brands, and the search of our consumers on Beleza na Web. For the new section, we identified an increase in high-luxury customers and worked together with our partners. The brand’s positioning, identity, and legacy, among other factors, are considered to determine its luxury status,” explained Miranda.
The section features a space that preserves the identity and prestige of these luxury brands, while fostering specialized interactions with the public. In the physical store in Moema, customers can enjoy an experience with the Hair Rituel by Sisley line at the sink, receive personalized skincare consultations, and explore fragrances from Jo Malone London. Online, shoppers can benefit from exclusive gifts, packaging, and special campaigns.
According to the Executive Director, the buying journey begins with communication: “Luxury brands attract a demanding audience seeking more exclusive products and premium experiences. Therefore, we aim for exclusive communication that includes personalized interaction with high-luxury customers through Beleza na Web’s communication channels, with specialized content and curation. Furthermore, the enhanced experiences and exclusive benefits reinforce the customer at the heart of the business, encouraging brand and Beleza na Web loyalty, the exploration of new products, repeat purchases, and ultimately increasing lifetime value.”
The luxury editorial section can be found both on the Beleza na Web website and at its physical stores. This move reflects Beleza na Web’s commitment to offering a curated and personalized experience for its customers who are seeking the best in luxury beauty products and services.
This new section not only offers a platform for these brands to reach a wider audience but also provides shoppers with an immersive and engaging experience. The combination of online and offline elements creates a seamless journey, making it easier for customers to discover and explore the world of luxury beauty.
