For Tweezerman, competing in the online beauty category and keeping shoppers coming back to its site takes some marketing finesse. The personal grooming tools manufacturer is a bit of a different animal compared with other beauty brands. Tweezerman products come with free sharpening and repair services for life, so consumers don’t need to replenish them the way they would a lip stain or under-eye cream.

But Tweezerman has been making changes and thinking creatively to develop a brand following for its products and drive online sales. It recently relaunched its site on a more agile version of the Magento ecommerce platform and is in the process of beefing up its site with content, such as videos and tutorials, and working to improve its personalization.

The 40-year-old brand began selling online directly to consumers in 2011. For the past several years, it was using Magento 1 as its ecommerce platform to sell online to shoppers in the United States, Germany and the United Kingdom. Following Adobe’s acquisition of Magento in 2018, Tweezerman decided to upgrade to the cloud-based version…

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