BEAUTYTAP

Boosting consumer engagement by 39% with a redesigned search experience

Results

Impact on product search and discovery

The re-designed search and discovery experience increased overall user engagement and re-aligned it with key business goals.

Increase in average engagement time

Increase in views per active user

Increase in active interactions

Increase in active users

*Source: From Google Analytics tracking 5 months before and 5 months after deployment.

What is BeautyTap?

Connecting brands with a beauty expert community

BeautyTap is a platform connecting beauty experts with brands to generate authentic user-generated content (UGC) like reviews, videos, and articles. Consumers explore curated products through expert recommendations, boosting brand visibility and credibility.

Challenge

Increasing beauty consumer engagement through UGC

BeautyTap needed to pivot from serving beauty professionals to creating a consumer-centric experience. With outdated search and low consumer awareness of expert-driven reviews, they required a bold transformation to stay competitive in the UGC-driven beauty market.

Approach

Creating a unified search experience with relevant expert content

The unified search experience uses contextual filtering to prioritize relevant expert content, focusing on products first. Search results feature expert reviews, articles, and videos related to the user’s query.

SOLUTION

Showcasing UGC to enhance discovery and trust

We placed expert reviews at the forefront, designing a streamlined product discovery experience powered by user-generated content. The refreshed platform showcases diverse content formats—reviews, videos, tutorials—across all consumer touchpoints, driving trust and encouraging purchase decisions.

Showcasing user generated reviews

Showcasing expert video tutorials and reviews

Showcasing expert-driven articles

IMPACT

Driving consumer loyalty and brand credibility

Boosted engagement

Consumers quickly discover products through expert-curated content, leading to longer time on site.

Increased brand trust

UGC improves credibility, making BeautyTap a trusted source for product recommendations.

Scalable CMS platform

The upgraded CMS and design system support future product and content expansions, positioning BeautyTap for sustained growth in the beauty market.

Elevated and accessible brand presence

We created a design system that met WCAG accessibility standards, ensuring an inclusive experience for all users while elevating BeautyTap’s brand presence in the beauty industry.