Illamasqua is the cult British beauty brand taking the world by storm with their colorful and award-winning cosmetic range.
Video is central to their online strategy, as eCommerce Manager James Winfield explains, “Video is one of the key functionality improvements we have introduced to ensure the best possible customer experience and we’ve seen increased conversion rates since its introduction on our new site.”
According to Winfield video has allowed Illamasqua to bring the in-store experience online, “We wanted to find a way to emulate the visual impact of walking in to one of our shops and being able to touch and try our make-up. Video is a fantastic way to do this because it gives a truly realistic view of what the product looks like when applied. As far as we are aware, we are the only make-up brand in the world to have done a ‘moving swatch’ video for every shade of make-up they produce. It definitely gives us an edge.”
The team at Illamasqua have also introduced tutorial videos to demonstrate how the product should be applied, “there is nothing better than being able to watch a make-up artist actually create a look and be able to pause and re-wind clips so any techniques, no matter how complex can be practiced at home. It adds real value for our customers,” says Winfield.
Hosting the clips with vzaar removes all the hassle. We know that our videos are in expert hands so we don’t need to worry about the technical issues. It frees up the team – and our servers – to concentrate on what they do best.
James Winfield, eCommerce Manager, Illamasqua
Ease of Use
“The best thing about vzaar is how easy it is to use. It makes what would otherwise be a very complex job very simple,” Winfield reports.
Winfield continues, “Hosting the clips with vzaar, as opposed to doing it ourselves, removes all the hassle. We know that our videos are in expert hands so we don’t need to worry about the technical issues. It frees up the team – and our servers – to concentrate on what they do best.”
For Illamasqua cross-platform compatibility is essential. As Winfield explains, “30% of our visitors come from mobile devices and, just by using vzaar, we can have the confidence that our full functionality is compatible across all devices.”