The Challenge
Ellis Faas is a premium cosmetics brand, but their existing website didn’t match the brand’s luxury positioning:
- Difficult navigation menus making products hard to find
- Cluttered category pages displaying all product variations
- Poor mobile experience
- Inadequate product imagery and variant linking
- Discrepancy between premium product quality and digital presentation
The brand needed a complete digital transformation.
Our Approach
We executed a comprehensive website rebuild on Shopify:
Platform Selection
We chose Shopify for its speed, scalability, ease of use, prebuilt apps, and integrations — particularly with Klaviyo for email marketing.
Product Experience Redesign
Rebuilt all 20 core products with multiple variations:
- Implemented linked product variations for easy shade selection
- Enhanced product imagery using custom fields
- Streamlined navigation
- Premium-feeling layout matching brand positioning
Custom Brand Storytelling
Created a fully customized landing page showcasing founder Ellis Faas’ professional journey as a renowned makeup artist (https://ellisfaas.com/pages/life).
Data Migration
Carefully migrated over 85,000 customer accounts and past orders:
- Preserved complete purchase history
- Maintained all product content and landing pages
- Protected URLs and SEO-critical content
Technical Implementation
Implemented comprehensive GDPR-compliant data tracking:
- Cookiebot for consent management
- Google Tag Manager for flexible tracking
- GA4 implementation
- Meta Pixel setup with consent-based firing
The Results
The new website delivered:
- 85,000+ customer accounts migrated without issues
- Dramatically improved UX and mobile experience
- Design reflecting premium brand status
- Enhanced product information with clearer navigation
- GDPR-compliant tracking with clean data foundation
- Marketing-ready infrastructure with Shopify integrations
The client feedback: “So far so good! Everything is working as expected… a successful beginning, thanks to everyone for your help!”