Fragrance Direct unveils brand refresh on new site on new e-commerce platform – Industry
Fragrance Direct: new platform, new look
Online beauty retailer Fragrance Direct has revamped its website and unveiled a brand refresh to win loyalty in the increasingly competitive online beauty and cosmetics industry.
An early pioneer in online retail, Fragrance Direct has now migrated its website from a third-party platform to a proprietary solution owned and developed by the Maximo Group. The opportunity arose after Maximo Group acquired the Fragrance Direct business in March 2021, creating one of the UK’s largest online beauty groups with annual sales of £181m. The group owns another direct-to-consumer beauty and personal care retailer, allbeauty, and is a growing force in UK online retail.
By switching to the Maximo Group’s proprietary e-commerce platform, the retailer says it is able to create a more dynamic offering for its value-seeking consumers. Online beauty shoppers generally like to shop around, looking for the best prices and the fastest service. The new platform offers greater functionality for competitive pricing, which Fragrance Direct will combine with brand-led promotions and events to drive customer loyalty and deliver on its promise of everyday value.
Fragrance Direct, which was founded in 1993 and launched its first website in 1998, has long been a popular destination for beauty shoppers. It currently offers more than 500 popular beauty brands and now plans to build its reputation as the online house for fragrances. With greater capacity, Fragrance Direct will expand its selection of fragrance-related products, such as home fragrances and candles, to allow shoppers to find the gifts and treats they want at the best price.
Over 1.69 million unique users visit the Fragrance Direct website each month, representing the retailer’s annual turnover of over £55 million. Women between the ages of 18 and 35 account for two-thirds of Fragrance Direct buyers.
Fragrance Direct’s starting point for its brand refresh is the recognition of its core customers as experience seekers and value hunters who view indulgence as a key part of a healthy lifestyle. Regular, guilt-free self-sacrifice is an essential part of self-care for her clients.
The new consumer offering is reflected in the retailer’s new visual identity, which serves to elevate the online shopping environment and give consumers a brand they can connect with. A hand-illustrated wordmark adds a human touch, and the strong brand personality is heard loud and clear through a dependable, value-driven, bold and positive tone of voice.
Fast and efficient customer service is important for Fragrance Direct shoppers who want timely treats and indulgences. As part of a group-wide investment, Fragrance Direct orders will be fulfilled from a new state-of-the-art warehouse in Birmingham. . The new, consolidated Maximo Group facility brings together the distribution of Fragrance Direct and allbeauty under one roof for the first time, providing a streamlined logistics supplier experience for authorized partner brands and fast, efficient fulfillment for customers.
Commenting on the relaunch and ambitions of Fragrance Direct, Managing Director Mathew Gully said: “Fragrance Direct was an early pioneer in pure retail, but to build customer loyalty in the competitive beauty market. online, we recognized the need to carve out a clear market position. Relaunch is a new chapter for Fragrance Direct and for the Maximo Group. By taking positive steps to create a strong personality, we can further strengthen our bond with our customers. By switching our website to our proprietary platform and improving the online shopping environment, we can also strengthen the offering for our brand partners and begin to raise awareness of Maximo Group and its e-commerce capabilities.
“Our ambition is for Fragrance Direct to become the online home for fragrances and we will continue to develop and sell the most comprehensive range of fragrance products, from top selling popular brands to niche, trending and unknown brands, all in an enhanced and competitively priced e-commerce environment.