Lumiere
Editorial-first skincare ecommerce. Brand-led, mobile-first, and designed to hold its editorial standard all the way through to checkout, which is where most beauty sites lose their nerve.
What was wrong before.
Skincare is bought on feeling long before anyone reads the ingredients list.
Lumiere needed to look like a brand worth paying a premium for, not a product grid with a filter bar. The real challenge was holding that editorial standard all the way through to checkout, because that is where beauty sites usually start looking like everyone else.
The actual solution.
Editorial-first homepage
Full-bleed imagery, oversized display type, almost no interface. The brand lands first and the products follow.
Collection-led navigation instead of a flat catalogue, so browsing feels curated rather than searched.
Product pages that do the work
Ingredient breakdowns, skin concern tagging, routine suggestions and reviews, giving the buyer everything they need without leaving the page.
Routine bundling and cross-sell at cart to lift average order value.
Mobile-first design
Most beauty browsing and buying happens on a phone. Mobile was designed first and desktop built out from it, not the other way round.
Email and recovery
Email capture with a first-order incentive feeding a welcome sequence. Abandoned cart recovery running automatically. Post-purchase flow segmented by product.
Decisions, not just features.
Editorial standard held to checkout
Type, imagery and pacing carry through every screen, including cart and payment. The brand does not degrade at the point of purchase.
Product model built for growth
Product CMS with variants, stock levels and collection tagging. Adding a new range or a new season is a content task, not a build task.
Performance where it counts
Responsive image delivery with srcset and lazy loading. Fast on the network conditions people actually shop on.
Ecommerce measurement
GA4 ecommerce tracking with a full purchase event setup, so revenue, AOV and recovery rate are visible from day one.
What changed for the business.
- Conversion rate up around 47% versus the previous store
- Average order value up around 52%, driven by routine bundling
- Abandoned cart recovery up around 63%
- Mobile share of revenue up around 78%
Editorial ecommerce that treats brand as a conversion tool, not a nice-to-have. Design and store mechanics built together instead of stitched afterwards.
Services used
Get a free scope and quote
Tell me the boring job that is eating your time. I will tell you the quickest way to fix it, with a clear scope and price. No pressure, no jargon.