Digital retailer The Very Group is diving deeper into beauty with its core Very brand unveiling a new Beauty Inspiration Hub.
Live, but due to be “completed” by this summer, it features a collection of educational and aspirational blog-style content “to inspire customers and transform how they shop the category”. It also aims to boost category sales.
The launch follows the introduction of the brand’s Beauty Studio earlier this year, “which overhauled how customers navigated and experienced the retailer’s Beauty range”.
“By allowing customers to shop by trend, ingredient, and brand, Very has changed the way it talks about beauty, bringing a new level of ease to the shopping experience”, it said.
It’s all achievable thanks to Very’s new cloud-based system, Skyscape, which it describes as “the biggest tech transformation the online retailer has taken on”, and involved the complete re-platforming of all the technology that powers the customer experience.
Built with responsive, reusable and fully accessible components from The Very Group’s Fuse design system, it’s served and updated via a new Amplience content management system.
Through blog-style content, expert tips and trend spotlighting, Very said the hub “aims to help customers make more informed purchases, bringing more of the in-store experience to the digital world”.
Over the last two years, it said it has focused on expanding and diversifying its beauty category to offer customers a greater range of brands and products at competitive price points.
This strategy has led to the online retailer seeing 6.3% growth across the category year on year in the first half of FY25. Plus, its data shows Very’s beauty offer “is becoming more recognised among its customers, with brand consideration across beauty having increased by almost a fifth in the last quarter when compared to the prior year”.
The launch of both the Beauty Studio and Inspiration Hub aims to build on this, it added.
Sam Wright, chief commercial & strategy officer, said: “The vast majority of our customers who buy from our beauty ranges also buy from other categories. However, even though brand consideration for our beauty category is up, just one in seven fashion customers shop Very’s beauty ranges. We hope that the launch of the inspiration hub will educate our fashion first customers on the beauty ranges we have available.”
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