Kat Von D Beauty, the color cosmetics line created by tattoo artist Kat Von D in partnership with LVMH’s Kendo division, will add e-commerce to katvondbeauty.com effective Nov. 17 as part of a Web site redesign.

The revamped site includes new features such as shoppable videos, limited-edition products and exclusive content from Kat Von D.

The redesign offers enhanced product swatches, detailed descriptions and a more robust ratings and reviews function to complement the platform experience. A weekly video series featuring Kat Von D discussing all things beauty will become an interactive experience with shoppable videos powered by Demandware, the e-commerce software platform.

Fans of the brand have a dedicated section on the homepage, featuring their top beauty looks and enhanced with the same shoppable technology. Thus far, the site has seen more than 50,000 uploads to date, tagged, with #kvdlook, and almost five million followers on Kat’s personal social channels. According to a study released earlier this year by Engagement Labs, Kat Von D customers are among the most engaged customers on Twitter. That’s not unusual: as early as 2012, Stylophane’s Facebook Index noted that the brand was in its top five brands digitally.

Other brands in the Kendo portfolio include Marc Jacobs Beauty and Formula X.

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