Other UK brands can learn from beauty retailers. A growing number of beauty brands are demonstrating digital best practices, from helping customers effectively navigate category pages to crafting a more personalized customer experience.

This year, seven beauty brands were featured in Gartner L2’s Digital IQ Index: Specialty Retail UK: The Body Shop, Beauty Bay, Feelunique, Cult Beauty, lookfantastic, SpaceNK, and Lush. The cohort’s strong performance filled out the Gifted class of the Index, doubling the percentage of total brands that were considered Gifted.


Best-in-class category page sophistication contributed to beauty brands’ impressive debut. These brands take content usually only found on product pages and elevate it to category pages. For example, Feelunique surfaces personalized recommendations at the top of category pages and Lush highlights text from positive user reviews directly on category pages. This level of detail educates and engages customers who might still be in a nascent stage of their shopping journey.


Feelunique also sends emails that are personalized by name and gender. When you sign up for an account, you receive an email with your name in both the subject line and the body of the email. Depending on the gender indicated, the email features tailored content and creatives, linking to shoppable guided selling content on the brand site. Retailers struggling with lower sales might well benefit from such specific email content. 

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