When Beauty
When's D2C store with a configurator
A D2C store for cosmetics brand When: a configurator on the product page, storytelling along the purchase path and tracking of traffic from influencer campaigns. When is a cosmetics brand with its own products, known among other things for its "Simply When" line of sheet masks. The brand's products are stocked in Hebe drugstores. The project covered its own D2C channel, where the brand sells directly to customers. Sales in this channel are driven by storytelling and influencer collaborations.
The story sells the product, the configurator handles it.
- No shelf in the D2C channel. An online store has no display and no beauty advisor. The site has to explain on its own what the product is and who it is for.
- Many product variants. Products come in different versions. Customers need to grasp the differences quickly and pick the right one for them.
- Traffic in waves. After an influencer posts, traffic surges and then drops off. The store has to handle the spike and turn it into sales.
- Which collaborations sell. The brand invests in many creators. Without traffic tagging, there is no way to know which of them bring in paying customers.
- Content in marketing's hands. Campaigns change often. The marketing team needed to edit content on its own, without waiting for a developer.
- Consistency with the brand's offline presence. Customers may know When from drugstores. The brand's own store had to speak in the same voice while offering more product knowledge than a package on a shelf.
The configurator inside the product page, storytelling around it.
- The configurator as the centerpiece of the page. Variant selection is not hidden in a dropdown. The configurator guides customers through the options and shows the result of their choice right away.
- Narrative sections along the purchase path. The product story, ingredients and how to use it are woven into the product page. Customers get to know the product without leaving the path to the cart.
- Influencer platform integration. We connected the store to creator collaboration tools. Campaign traffic is tagged, so the brand sees its impact on sales.
- A CMS for marketing. The team changes banners, sections and campaign copy on its own. A new influencer campaign does not require a developer release.
- Mobile and social first. Customers come mainly from social media, on their phones. The product page and configurator are designed for that scenario.
- Ready for traffic spikes. We prepared the store for sudden surges after posts go live. Peak traffic is when the store makes money, so it cannot slow down then.
- One voice across campaign and store. A customer arriving from a creator should see the same product and the same message in the store. Campaign pages in the CMS keep that continuity.
- Campaign analytics. Sales are attributed to specific collaborations. The brand plans future campaigns based on results, not reach.
What we built it with.
How it came together.
Brand analysis
We got to know the products, the variants and how the brand tells its story. We identified the questions customers ask before buying.
Configurator
We designed and built the configurator as the centerpiece of the product page. Each variant has a clear description and a visible difference.
CMS and narrative sections
We built a content system in which marketing assembles pages from ready-made sections. Storytelling is part of the purchase path, not a separate blog.
Campaign integrations
We connected the store to influencer platforms and implemented traffic tagging. The brand sees which collaborations turn into orders.
Mobile testing and launch
We tested the path from a social media link to an order on a phone. Only then did the store start taking campaign traffic.
What changed.
See other projects.
Building a D2C brand driven by influencers?
We will design a store that tells your product's story and shows which campaigns sell. In the D2C model, the product page has to do a salesperson's job. A configurator and storytelling help customers choose before they have time to hesitate. If you invest in influencers, tag your traffic from the very first campaign, or you will be paying for reach whose impact you cannot see. And your marketing team should be able to change content on its own, because campaigns do not wait for a development sprint.
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