beauty BOUTIQUE.

Loblaw's new beauty destination helps shoppers find accessible, unbiased beauty guidance.

In 2015, Huge helped Loblaw Companies Limited and Shoppers Drug Mart launch an immersive ecommerce home for beautyBOUTIQUE, their prestige beauty brand. Within its stores, beautyBOUTIQUE emphasizes personalized service and unbiased recommendations, earning a strong following in Canada. Working together, our goal was to translate the accessible, yet luxury appeal of the in-store experience into a fluid ecommerce site that allows customers 24/7 access to beauty products and advice. 

A clear solution for today’s retail landscape.

beautyBOUTIQUE fans value quality products and love to discover the latest trends and shades; they often research products extensively before making a purchase. While many luxury shoppers still purchase products in physical stores, we wanted to provide an engaging and informative online experience that complements the in-store expertise that beautyBOUTIQUE’s shoppers appreciate. The destination would also offer a clear and simple path to purchase in order to drive more online sales and resonate with Shoppers Drug Mart’s reputation for convenience. 

Beauty guidance from unbiased editorial content.

Huge set out to create a site that inspires and showcases trends, while easily moving shoppers through purchase—especially those seeking to replenish their cosmetics. The responsive experience also balances the individual allure of top beauty brands that beautyBOUTIQUE offers with curated, editorial content that gives readers a fresh, unbiased perspective. For instance, Bestsellers and “Shake Up Your Makeup” selections assert beautyBOUTIQUE’s voice as a trusted and discerning authority. 

Our design team worked with beautyBOUTIQUE to establish a modular design with attention-grabbing lifestyle and product imagery. The homepage features a collection of both editorial content such as tips and curated collections as well as features on well-loved partners such as Clinique and Benefit. 

When a user visits one of these brand pages, they are greeted with vibrant imagery and video to showcase the brand’s latest offerings and campaigns, while allowing the customers to shop their favorites easily. Each product on beautyBOUTIQUE features an in-depth detail page, offering users a thorough product description, tips and tricks, reviews, similar products, and one-click purchasing. 

Following the August 2015 launch of, the brand saw more engagement from customers. The easy-to-use, responsive site enjoyed 50% more visits on mobile and more time spent on the site overall from its customers.

More Work.

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