This case study will be especially relevant for those interested in the following topics:
YOY Revenue Growth
YOY Instagram Growth
Anastasia Beverly Hills, known by their loyal followers as ABH, is a cosmetics and beauty brand founded by aesthetician Anastasia Soare in 1997 in Beverly Hills, California. Soare’s eyebrow products and her introduction of a new brow shaping technique she named the “Golden Ratio Eyebrow Shaping Method” helped catapult the brand’s success. First released in 2000, ABH has grown into a household name with products sold in over 2,000 stores across 25 countries. The brand has become known for its celebrity collaborations and social media beauty influencers.
A large part of the brand’s growth is through their viral influencer marketing campaigns on Instagram and other popular social media platforms. The brow studio is based in Beverly Hills, California and frequented by many high profile celebrities. Through the power of social media, ABH would collaborate with celebrities and other beauty influencers to create product launches (also known as “product drops”) that resulted in huge increases in traffic to the website. Using AWS, the website scaled to handle the huge volume of traffic swells and would normalize post product launches. Guidance helped to ensure the replatformed website would keep up with the large volume of traffic and scale to accommodate the influx of users purchasing products during these launches. In fact, many launches resulted in new products selling out in a matter of minutes.
The golden ratio appears in some patterns in nature, including the spiral arrangement of leaves and some seashells.
The creative team set in motion a complete redesign of ABH’s website instilling each aspect with the timeless pillars of aesthetic proportion using The Golden Ratio. Inspired by Anastasia's eyebrow shaping technique, Guidance’s designs respect the repetitive patterns found in nature, art, music and the human body. The result is a creative design that provides symmetry, balance and beauty for the customer with a nod to Anastasia’s founding principles.
Guidance began the creative design process with intense user testing with existing and new customers. Not only did this instruct the creative design process, it also helped to inform product improvements and new product innovations. The user testing included in-person interviews, customers interacting with the products (including tutorials and “try-on” sessions) and deep-dive questionnaires. Furthermore, users were invited to test the existing website and recorded using the new designs to ensure intended use cases. The result is an interactive and immersive website experience that has led to exponential increases in their organization.
To further widen the scope, Guidance helped ABH create a portal for professional makeup artists and aestheticians to access membership privileges. The Pro program provides membership benefits, product discounts, pre-sale privileges and exclusive access to Pro products only.
Guidance delivered a Magento Commerce website that is optimized to scale during peak traffic product launches, support their omnichannel strategy and boost online revenue through social media channels. Designed to convert on any device, the new website contains multiple merchandising opportunities on the homepage and product detail pages (PDPs).
By using techniques derived from the Golden Ratio, the Guidance creative team successfully redesigned the website to include a custom palette builder, an easy to use Shop the Look feature and cross-sell/up-sell opportunities throughout the website. As viral Instagram marketing was the key to their success, the new website serves as an extension of the brand to drive exponential growth and brand expansion.