The company decided to roll out its tablet app following the August re-launch of its Web site. Through the app, consumers can browse beauty content and get expert advice.

“An app allows us to provide our customers another way to shop,” said Kathleen McNeill, president of Beauty.com Inc. “We recently redesigned our site to improve our overall user experience – streamlining how people find brands and sort through products and integrating content into product detail pages.

“The app allows our users to sort through our catalog and discover new products and brands using the tactile functionality that only a touch screen can enable,” he said.

“We want our customers to be able to shop in the ways that suit their specific needs.”

Beauty for all
Consumers can check out various beauty products by touching, sliding and pulling through page after page of the app.

Users can drag and drop to find products within a specific color family.

Additionally, consumers can personalize their product selection by tapping through beauty categories such as formula, finish, benefit or concern.

In addition to featuring an array of beauty products, the app also lets consumers view guest editor recommendations, staff picks and trend reports based upon relevance to a featured product.

Consumers who download the app and make a purchase using it, will receive an iPad case for free, while supplies last.

To further drive purchase intent, Beauty.com is offering free shipping and 5 percent back on every purchase via the drugstore.com dollars program.

“We continually see more customers shopping via phones and tablets,” Ms. McNeill said.

“The Beauty.com site does exceptionally well providing service to a stylish, career-minded woman,” she said. “The convenience of the drugstore.com shared shopping cart and the breadth of assortment offered, allow her to shop for all of her beauty needs from mass to prestige.

“It makes sense that a customer who is looking for that kind of convenience would shop on the go via her phone or iPad.”

Driving awareness
An iPad app is a smart move for Beauty.com and cements the company’s drive to reach consumers no matter what device they are carrying.

IPad growth is increasing every day, therefore, having a tablet presence is essential – especially for brands and retailers.

“We keep a close eye on where and how our customers are shopping,” Ms. McNeill said. “As customers adopt new tablets and devices, we’ll research how we can best address and improve their shopping experience,” she said.