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Beauty Co. Arbonne Gets Glammed, the Digital Way

Arbonne PBC is getting more personalized with its customer base.
 
The Irvine beauty and wellness company, which uses a direct-selling model with a global network of more than 350,000 consultants, has undergone an overhaul of its website and also rolled out new features online in a bid to increase conversion and ultimately sales.

 
Part of the tech enhancements include a more mobile-friendly format, and the goal is more personalizing shopping. A new questionnaire will lead to more customized product recommendations.

 
Consultants also now have the ability to add a whole regimen of products to a customer’s online cart based on that shopper’s needs. Taking that a step further, consultants can also do the shopping for a customer.

 
CEO Tyler Whitehead called the update “a massive leap forward in our digital journey.” The aim takes the brand into what he called the “experiential economy,” with the site more interactive and customized.  


The company’s Arbonne ContentKit is the first of several apps set to be rolled out. Arbonne ContentKit helps consultants make branded content that they can then use for marketing via social media. The company said additional apps are expected in a second phase of digital rollouts.  


Whitehead was tapped in April for the CEO position, tasked with continuing to expand the business globally and digitally. Whitehead succeeded Jean-David Schwartz, who is now deputy CEO of corporate social responsibility and transformation for Arbonne parent Groupe Rocher

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