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Issue link: http://beautystorebusiness.epubxp.com/i/134313
easier for them to locate what they're looking for. Each site has appropriate content to match, stories about ingredients, etc. The sales have been great with month-over-month growth of 20% to 25%. In the future we'll need to be omnichannel to compete, meaning we need to be everywhere—online, in store, on TV, on radio, in print, etc. What is the blush.com Beauty Curator Panel? The Beauty Curator Panel is a group of professionals and employees who evaluate products and create content for articles. They also help to decide what will go in the monthly Blush Mystery Beauty Box, which we launched in April. "More and more brands that used to be against online sales are realizing they need to be in the space." and will produce 20 videos per week, which will mainly be product-focused. There are currently more than 100 hours per day of videos being watched, and about 100,000 unique visitors to the section per month. You recently branched out and added the category sites blush.com and HairEnvy.com. What was behind that decision, and how have these additions helped to grow the brand? DermStore.com has the largest professional skincare catalog, but it was natural to expand categories. As I mentioned before, DermStore.com began as a serious skincare-focused e-tail site, but has since grown to carry 800 brands, many of which fall under the cosmetics and haircare categories. The new category sites provide more organization, along with features that are more tailored to the cosmetics or haircare shopper. The mind-set when you're shopping for hair care or cosmetics is different than when you're shopping for results-driven skin care. You want to have a bit more fun when you're shopping for cosmetics. With blush. com and HairEnvy.com, we offer customers new ways to interact with the brands and with our content, not to mention that it's 72 July 2013 | beautystorebusiness.com This is something we're really excited about. It's a luxury beauty-box membership program containing high-quality products. It's $34.95, or $24.95 per month with a subscription, and customers receive a group of full-size or deluxe travel-size products guaranteed to be worth at least $100. Because we sell 26,000 items, we've curated our own catalog, highlighting what we think are the most interesting and unique items. The blush Mystery Beauty Box is a way for consumers to discover the best in beauty. Are you looking at creating any other sites? Not at this time. We're concentrating on building and perfecting the ones we have. Would you please tell us about the brick-and-mortar store in Hermosa Beach, California? Is it the first of many? It will hopefully be the first of many; whether we partner with someone or open our own stores remains to be seen. With about 800 brands, do you ever have difficulty getting any brands you want to sell on the site? They don't usually say no; it is more about fitting into their launch calendar and plan. More and more brands that used to be against online sales are starting to realize that they need to be in the online space to stay relevant and maintain sales. Those brands want to enter the space with a trusted partner so that they can rest assured that their products are being sold properly and their integrity is maintained—and that's where we come in. It takes time, but we're confident that we can get all of the brands that we want. All website and product images courtesy of DermStore; brick-and-mortar store photography by Armando Sanchez Please tell us more about the blush Mystery Beauty Box.