With a revamped e-commerce site launching this week, Nars Cosmetics is aiming to evolve its brand presence in the digital space.
This story first appeared in the July 22, 2011 issue of WWD. Subscribe Today.
The new narscosmetics.com is a significant step in the brand’s continual evolution online, said Louis Desazars, chief executive officer of Nars Cosmetics. “We felt strongly that we needed to create a comprehensive online experience that was truly reflective of the brand heritage, coupled with a high-impact luxury shopping environment,” he said.
Added Barbara Calcagni, vice president of global marketing for the brand: “The new site features best-in-class development, modern design and rich content to ensure that NARS customers are experiencing the brand in an impactful and meaningful way.” She added that the new format also allows the brand to provide a stronger connection to creator François Nars via “World of Nars,” a dedicated section focused on all things related to the founder, which includes product-name inspirations, fashion week and a deeper look behind the brand.”
New elements include graphic swatches in three different-size scales, intended to offer accurate shade and texture depictions; a new series of how-to guides, and expert insight from Nars and Nars artists; a streamlined checkout process; an auto-replenish option, and iPhone and iPad compatibility. Visitors can also use the Nars Wardrobing concept, which allows visitors to create personalized makeup looks for any occasion, as well as compare products and shop from the lists they create. Additionally, the Wardrobes feature social functionality so they can be shared with friends.
The brand, which is a division of Shiseido Americas Corp., collaborated with Createthe Group — a digital agency that focuses on strategy, commerce and creative content for luxury and fashion brands — to develop the site.