From the latest organic skincare trend to must-have lip gloss, the beauty industry is ever-changing. And with thousands of brands and retailers crowding the market, it is hard to stand out.
For Beauty Bay, a UK-based beauty retailer, the key to success has been embracing the lifestyle of their core customer: Gen Z and Millennial beauty-obsessed consumers who seek authenticity and community.
Originally launched as a fragrance retailer in 1999, the company later expanded into skincare and cosmetics, and today carries over 10,000 products on its site. In 2018, the company launched “By Beauty Bay” – a line of high-quality, affordable and cruelty-free skincare and make-up.
Social Proof – a perfect fit
Targeting a younger and highly engaged audience, Beauty Bay knows that social platforms like TikTok and Instagram play a significant role in the shopping journey. Recognising the power of social influence, the brand partnered with Taggstar to bring that influence directly into the eCommerce shopping experience.
Beauty Bay implemented real-time social proof on its site, highlighting trending and popular products with customised messages that resonate with Beauty Bay’s audience.
These messages offer the peer validation that the shoppers already seek on social media, but now is seamlessly integrated into the eCommerce experience.
The results of social proof
During the initial test of Taggstar’s social proof messaging platform, Beauty Bay saw a conversion rate uplift of 8.54%, resulting in a revenue increase of £71,285 directly attributable to Taggstar’s social proof messaging.
By tapping into the power of social proof, Beauty Bay is delivering shopping experiences that engage and resonate with their customers. And through ongoing testing and optimisation with Taggstar, the retailer will continue to maximise their ROI on social proof.
Read more about how Beauty Bay leverages social proof and the results here.
