Very Launches Beauty Inspiration Hub to Transform Online Shopping Experience

Table of Contents

1. Key Highlights
2. Introduction
3. The Evolution of the Beauty Shopping Experience
4. The Beauty Inspiration Hub: An Innovative Resource
5. Implications for the Future of Retail
6. Conclusion
7. FAQ

Key Highlights

• Very has introduced a Beauty Inspiration Hub to enhance customer experience and education, building on its earlier Beauty Studio launch.
• The new content-rich platform utilizes the cloud-based Skyscape system and the Amplience content management system, aiming for a seamless, interactive shopping experience.
• This initiative has already contributed to a notable 6.3% growth in Very's beauty category year-on-year in the first half of FY25, reflecting a rising recognition among customers.

Introduction

In a world where shopping increasingly merges with digital experiences, the online beauty sector is witnessing a profound transformation. Surprisingly, research indicates that almost one in five potential customers are now considering beauty purchases in their shopping habits. Recognizing this shift, the digital retailer Very, operated by The Very Group, has launched its Beauty Inspiration Hub—a revolutionary approach to enhancing how consumers explore, learn about, and shop for beauty products online. Following the earlier launch of the Beauty Studio, this hub is part of a broader strategy to overhaul beauty shopping, reflecting an adaptive response to evolving consumer behaviors.

As a pioneer in the retail landscape, the move is emblematic of Very’s commitment to melding accessibility, education, and aesthetic inspiration—all while boosting engagement in its expanding beauty category. This article delves into Very’s latest endeavors, examining the implications of the Beauty Inspiration Hub, the technology driving it, and its potential impact on consumer behavior and business growth.

The Evolution of the Beauty Shopping Experience

The beauty industry has long been characterized by strong brand loyalty, but the rise of e-commerce transformed how consumers engage with beauty products. Historically, shoppers relied heavily on in-store experiences for guidance and education, often browsing shelves and consulting with sales representatives. However, the shift to online shopping necessitated a change in strategy.

In recent years, Very has recognized the importance of creating a seamless transition from in-store to online beauty shopping. The initial launch of the Beauty Studio laid the groundwork for this transition, offering customers a more structured way to navigate their vast array of beauty offerings. By enabling shoppers to filter products by trends, ingredients, and brands, Very tailored its platform around the often overwhelming beauty market, making it more navigable.

The Beauty Inspiration Hub: An Innovative Resource

The new Beauty Inspiration Hub builds on the earlier enhancements introduced by the Beauty Studio. It aims to further illuminate the digital beauty landscape through engaging content, expert advice, and trend spotlights. Housed within the innovative Skyscape system, which represents a significant technological overhaul for The Very Group, the hub integrates various components of digital retail to create a personalized shopping experience.

Skyscape: Enabling a Transformation

Skyscape is heralded as the cornerstone technology enabling this transformation. Redesigning the customer experience, Skyscape re-platformed the entire technological framework of Very's online presence, ensuring that customers encounter a responsive, user-friendly environment. With the integration of the Amplience content management system, the Beauty Inspiration Hub incorporates reusable components that enable rapid and substantial updates, thereby keeping the content fresh and relevant.

Engaging Content for Informed Shopping

The new hub focuses on providing educational content that empowers consumers to make informed purchasing decisions. Users can access blog-style articles, video tutorials, and product spotlights that not only showcase the variety of beauty products available but also explain their benefits and usage.

For customers pressed for time, this approach is particularly valuable. Rather than guessing about product suitability, shoppers can now gain insights from expert tips and curated lists highlighting popular and trending items. By mimicking the discovery process of physical stores, Very aims to bring the tangible feel of in-store beauty shopping into the digital space.

Case Study: Strategic Growth Through Innovation

Data from the first half of FY25 illustrates the effectiveness of Very's strategy. The introduction of the Beauty Studio and the subsequent launch of the Beauty Inspiration Hub have collectively contributed to a 6.3% year-on-year growth in Very’s beauty category. This growth is evidenced by a marked increase in brand consideration among customers, with beauty offerings becoming significantly more recognized in the last quarter compared to the previous year.

Moreover, Sam Wright, Chief Commercial & Strategy Officer at The Very Group, highlights the importance of this hub for not only attracting beauty-first customers but also educating fashion-first shoppers. His insight underscores how crucial it is for retailers to bridge categories to maximize their customer reach.

Implications for the Future of Retail

The launch of the Beauty Inspiration Hub signals a pivotal moment in the ongoing evolution of online retail, particularly in the beauty segment. As consumers increasingly lean towards an integrated shopping experience—where tools for inspiration and education accompany the purchasing processes—retailers must adapt.

Very’s strategic pivot indicates how vital it is for online retailers to diversify offerings across categories, taking into account changing consumer habits. The success of the hub may inspire similar platforms across the industry, leading to a more interconnected shopping ecosystem.

Integrating Fashion and Beauty

One of the key focal points for Very's strategy moving forward involves integrating beauty and fashion offerings, particularly through the Haus of Flamingo fashion platform. Consolidating teams and resources allows for a more cohesive shopping experience that appeals to consumers who are interested in both categories. By enhancing cross-category visibility, Very can potentially tap into new customer segments.

Conclusion

The unveiling of Very's Beauty Inspiration Hub marks a significant milestone in the retail landscape, demonstrating how digital transformation can enhance consumer engagement and education within the beauty sector. As the online shopping experience continues to evolve, Very showcases how a combination of technology and insightful content can lead to thoughtful consumer interactions, ultimately supporting sustained growth.

The path forward for Very and other retailers will be to not only embrace innovation but also remain attuned to customer needs, ensuring that shopping experiences are as rewarding and rich as possible. As consumers continue to seek convenience and information, platforms like the Beauty Inspiration Hub stand as crucial elements in reshaping the future of beauty retail.

FAQ

What is the Beauty Inspiration Hub?

The Beauty Inspiration Hub is a new feature launched by Very to provide educational and aspirational content related to beauty products. It aims to help customers make informed purchasing decisions through engaging blog-style articles and expert tips.

How does the Beauty Inspiration Hub differ from the previous Beauty Studio?

While the Beauty Studio enhanced navigation by allowing customers to filter products by trends, ingredients, and brands, the Beauty Inspiration Hub focuses on providing rich content that educates consumers and inspires them to explore new products.

What technology powers the Beauty Inspiration Hub?

The hub operates on Skyscape, a cloud-based system that involves a comprehensive re-platforming of Very's technology infrastructure. This ensures a responsive and user-friendly experience for online shoppers.

What growth has Very seen in its beauty category?

In the first half of FY25, Very reported a 6.3% growth in its beauty category year-on-year, along with a significant increase in brand consideration among customers.

How does Very plan to integrate beauty with other categories?

Very is focusing on integrating beauty with its fashion offerings, particularly through the Haus of Flamingo fashion platform, aiming to create a more seamless shopping experience for customers interested in both sectors.