How A Global Cosmetic Brand Joined In To Redefine Audience Engagement
Selling 35 million sachets a year in 87 countries, the multi-award-winning global beauty brand 7th Heaven boasts a range of 100 per cent natural, vegetarian, and animal-friendly makeup products.
Founded by Gregory Butcher in 1985, Montagne Jeunesse (French for mountain of youth) rebranded in 2015 with a fresh new name and a colourful new look. No stranger to breaking ground, as the first to offer Facemasks in a sachet, 7th Heaven refocused their digital presence on brand awareness and engagement pushing their sales efforts towards the support of their worldwide network of stockists and distributors. They are still the world’s number one face mask brand!
My7th had previously been running a basic eCommerce store design as the brand’s main website, but it provided little opportunity to have fun, was hard to use, and even harder to update. With big plans for the brand, and full of excitement for what could be possible to achieve, the team wanted to activate fans and show stockists that My7th was a fun, ethical, and engaged brand that would drive participation and sales in-store.
The strategy for the next year was to roll out a new website in multiple countries and multiple languages, as the existing website was boring, too hard to use, and not engaging their audience. Top of the bill was to make the site engaging, keep the attention of the audience, and show the love which is why 7th heaven partnered with audience engagement agency Rixxo.
Rixxo integrated the Wyng platform into an easy to use CMS system and reinvented the website for sensory rich user engagement. We added enhanced product tagging that allowed social posts from the global account to be filtered onto their regional sites. Not content with just one engagement tool, we built a product selector to help fans discover the perfect products for their skin, an easy to navigate catalogue with dynamic links to stockists, and a clear navigation system that took you on a journey of discovery through the site.
Behind the scenes we increased load times and reduced the weight of pages to give mobile users an outstanding experience, created an in-store product selector microsite, and embarked on our journey of translating the site in more than 20 languages.
By implementing this strategy Rixxo successfully redefined 7th Heaven’s audience engagement, which resulted in:
- a 90 per cent faster pace download time
- a 40 per cent increase in UK sessions
- a 65 per cent increase in mobile sessions
- and an increased goal conversion rate of 215 per cent.