The e-commerce platform Zalando is currently pushing ahead with its beauty offering. The range is being continuously expanded, new markets are being added and the shopping experience is being made more attractive through innovative formats, emphasises the Berlin-based company. "Beauty is really taking off at Zalando at the moment", says Virginie Duigou, Head of Beauty Buying. It's no longer just about individual products. Customers want to put together complete looks. "They are looking for a certain feeling or vibe and want to find everything in one place", emphasises Duigou. That is why beauty has become an integral part of the offering. In addition to cult and premium labels, the range now includes cosmetics brands such as Olehenriksen, Drunk Elephant, Laura Mercier, Olaplex and Kiehl's.

"Mix and match" shopping

According to the company, 76 percent of customers already shop across multiple categories, such as sneakers and serum or dresses and mascara. To enhance the connected shopping experience, Zalando is focusing on features such as "mix and match", personalised recommendations and visually curated "boards". These help customers discover different looks, routines and moods and can also be created by users themselves in the future. "While you're looking at a product, we suggest matching additions, such as a serum to go with a face cream or a shampoo to go with a conditioner", says Duigou. Another focus is on editorial formats such as "Insider Edit", "Stories" and "Trend Spotter", where experts share their routines and favourite products or show what's hot in European cities.

A marketplace for European brands

According to Zalando, live events with experts increase interaction with beauty products by up to 25 percent. "Beauty is personal and local. What works in Helsinki may be completely different in Madrid," says Duigou. Zalando Beauty is already represented in 13 markets, with Spain to follow shortly. "We are a strong partner for beauty brands that want to grow across Europe", emphasises Duigou. Zalando is also increasingly focusing on artificial intelligence, 360-degree views and augmented reality for online shopping. With this expansion, the company says it aims to become the leading online destination for cosmetics in Europe.

Source: Zalando