Beauty.com launches new features for Web store

BELLEVUE, Wash. Beauty.com on Tuesday announced the launch of a pair of new features to its recently redesigned Web store.

For the first time, consumers will have direct online access to personalized, comprehensive recommendations for skin and hair care regimens across multiple brands and price points.

“These innovative tools are bringing the traditional makeup counter experience closer to our online beauty customers by showing them products specifically selected for their individual needs and concerns,” stated Dawn Lepore, chairman and chief executive officer of drugstore.com. “This compelling and informative shopping experience makes is easier for customers to make choices that are right for them.”

The individually designed plans recommend products from more than 200 prestige beauty brands now available on www.beauty.com, which is wholly owned by drugstore.com.

The personalized skin care analysis begins with a brief online questionnaire asking about concerns such as dryness, sensitive skin, acne and allergies. The consumer will receive a choice of up to four recommended products for each step in their individual skin care regimen. The products recommended will have a range of price points, can be across multiple brands or can be within a single brand at the customer’s request.

“We designed our Skin Analysis feature to provide consumers with real education about products and active ingredients,” stated Kathleen McNeill, vice president of beauty for Beauty.com and drugstore.com. “Our customers can use the tool to navigate through our diverse assortment quickly and simply to discover regimens that will provide the best solutions for their skin concerns.”

The personalized hair care consultation also begins with a questionnaire with a focus on selecting the best shampoo, conditioner, treatment and styling products to address concerns and allow customers to successfully style their hair for a variety of looks.

When customers choose products after using the diagnostic tools, they may print out their complete beauty regimens with instructions about how and when to use the products for maximum skin and hair care benefits.