The Challenge
Le Beauty Club is a skincare retail brand within the Cosmétiques de France portfolio, a business that understands brand equity and operates to FMCG standards. The brief was comprehensive: rebuild the brand and the digital storefront simultaneously, launching both as a unified commercial system.
The existing identity was not performing at the level the brand deserved or the parent company expected. The original logo, a simple line-drawn Eiffel Tower with a lip motif ,lacked the visual authority needed to compete in a crowded, aesthetically driven beauty retail market. It looked inconsistent next to the premium skincare labels it was stocking and selling. Beyond the brand, there was no e-commerce presence built to convert. Beauty retail is one of the most visually driven purchase categories in FMCG if the brand and the buying experience do not work together seamlessly, customers leave. Le Beauty Club needed both solved at the same time, not one after the other.
Our Solution
We approached this as a single connected project rather than two separate briefs. Brand and website were designed and built in parallel, ensuring that by launch day every visual decision, every user journey, and every brand touchpoint was working as one cohesive system.
On the brand side, we rebuilt the identity from the ground up through the Ignite Brand Accelerator 2025. A confident editorial wordmark using Playfair Display that carries beauty-category authority and contemporary energy. A rich six-colour palette spanning coral, sage, lavender, soft peach, powder blue, and mint expressive enough to own a feed, disciplined enough to maintain consistency across every touchpoint. A secondary “LBC” mark with a signature flower detail for flexibility across social, packaging, and campaign use. Full brand guidelines and a complete logo asset library delivered across all colour combinations and background treatments the rigorous brand documentation an FMCG business needs to scale consistently.
On the digital side, we designed and built a full e-commerce website from scratch on WooCommerce, designed to match the premium feel of the new brand while being engineered to convert. Every page from homepage to product detail to checkout was designed with the beauty retail customer journey in mind. Clean product presentation, intuitive navigation, and a visual language that made the buying experience feel as premium as the products themselves.
Both launched simultaneously giving the market a complete, fully formed brand experience from day one rather than a phased rollout that would have diluted the impact.
The Result
Within the year following the simultaneous brand and e-commerce launch, Le Beauty Club’s performance shifted significantly. Total sales grew by 46% and net sales increased by 29% year on year. Orders grew by 14%. We saw a 56%, total revenue increase, a strong indicator that the new brand and buying experience elevated perceived value, drove higher average order values, and attracted a more commercially valuable customer.
This is what happens when brand identity and e-commerce are built as one system rather than treated as separate projects. The numbers do not lie.
