Bluemercury
Reimagining a luxury ecommerce experience that takes beauty personally.
With 25 years in business, Bluemercury has built a name for itself in brick-and-mortar luxury beauty. The retailer’s highly trained beauty experts, wide selection of brands, and locations in the country’s most coveted zip codes make Bluemercury the go-to for personalized, elevated beauty shopping.
We brought their recent rebrand to life in a new engaging ecommerce site design, delivering best in class UX and personalization that brings their newly reimagined in-person shopping experience to the digital sphere.
Our strategy focused on crafting a personalized user journey through every facet of the Bluemercury digital experience
1. Bring the digital and in-person shopping experience closer together for a seamless omnichannel strategy
2. Introduce an elevated, editorial style to both highlight the Bluemercury point of view and showcase the distinctive stories of their brand array
3. Drive conversion with ecommerce UX best practices
4. Build brand engagement and loyalty through design, ranging from subtle UI elements to all-new features
5. Set the bar for the visual future of Bluemercury by creating a digital system for their brand redesign
2. Introduce an elevated, editorial style to both highlight the Bluemercury point of view and showcase the distinctive stories of their brand array
3. Drive conversion with ecommerce UX best practices
4. Build brand engagement and loyalty through design, ranging from subtle UI elements to all-new features
5. Set the bar for the visual future of Bluemercury by creating a digital system for their brand redesign
Key Features
Strategically driven verbal + visual systems
Bluemercury came to the table with a compelling brand redesign, commissioned to align with their 25th anniversary. To bring the new brand to life online, our team delivered a strategic verbal and visual approach driven by the company’s goals and positioning. Subtle details like parenthetical item counts, inspired by the periodic table of elements, echo the science-backed integrity of Bluemercury’s product selection. And UX copy sprinkled in unexpected places directly addresses the customer to reflect the personal, conversational nature of the expert-driven in-store experience.
Personalized beauty profile
Customer accounts take the form of a dynamically updated personalized beauty profile. The visual dashboard encompasses customer-saved items and preferences, Bluemercury recommended products, routines, and seasonal selections, and recent orders. Strong connections to the in-person experience include appointments, local store preference, and access to the beauty expert hub.
A new welcome
The newly reimagined Bluemercury landing page leans into an editorial feel with large imagery and playful illustrations. Featuring brand content, product collections, and Bluemercury expertise, this entrance draws customers into the Bluemercury world. Several modules also highlight the benefits of becoming a BlueRewards loyalty member.
Highlighting relevant brands
Location is everything, and now Bluemercury can leverage prime placement for their brands as a compelling value-add — and a revenue source. Prominently positioned on the home page, the featured brand module creates space for brands to speak directly to customers and highlight specific products. All brands sold at Bluemercury now have a design-driven editorial landing page highlighting product offerings, brand history, founder messages, and store events. With robust information about their thoughtfully curated brand array, the Featured Brands pages position Bluemercury as a rich resource for customers to discover the best in beauty.
Elevated art direction & Personalizing Preferences
Bluemercury leverages vendor-provided images for their large product array. We introduced a system of visual framing devices, filters, and overlays to standardize art direction throughout the site. Adding playful illustrations and animations creates a sense of lively humanity. The combination of art direction + design system yields repeatable modules that feel unique to the context of the page, and distinctly Bluemercury.
As they peruse the site, customers can filter products by their saved preferences (marked with the Bluemercury icon) and skin concern, and PDPs contextualize products within recommended routines. Customers can also make informed choices with the ability to compare products.
As they peruse the site, customers can filter products by their saved preferences (marked with the Bluemercury icon) and skin concern, and PDPs contextualize products within recommended routines. Customers can also make informed choices with the ability to compare products.
Related Work
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