Many women are passionate about cosmetics. That concept influenced the redesign of Beauty.com, an e-commerce site owned by Walgreen Co. “Beauty is so personal,” says Deepika Pandey, vice president of online strategy and customer experience. “It’s a category consumers want to explore and be inspired with.” Whether shopping for a perfect lipstick shade for a formal event, season or just to try something new, Beauty.com’s navigation scheme lets women refine product searches via a fly-out menu. Filters include product category, color, skin needs, product benefits and formulation, Pandey says. Beauty.com also sports tips and tricks from noted makeup artist Romy Soleimani, videos and product recommendations by guest experts.
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