Beauty Bar taps Mobext for mobile commerce

Personal care store Beauty Bar has appointed Mobext to bring its existing online store to smartphones and tablets.

The Havas-owned mobile marketing agency will optimize the company's full catalogue of products and gift sets for mobile. The mobile commerce site also informs users about sale schedules and lets them buy on the go via a check-out system for credit card and GCASH.

Trish Elamparo, marketing manager at Mobext, said the agency won the project without a pitch.

"Beauty Bar prides itself in being at the forefront when it comes to technology and customer servicing. Mobile is the next wave we definitely want to be on," said Thea Lizardo, Beauty Bar's marketing officer, hoping that other brands under its parent company Store Specialists Inc. (SSI) Group will follow suite.

Beauty Bar is the first SSI brand to create its own e-commerce site among 50 premium brands exclusively distributed by SSI including Calvin Klein, Armani Exchange, Burberry and Marc Jacobs.

Beauty Bar exclusively sells "non-mainstream" brands such as Smashbox, Burt's Bees, Prestige, Palladio, theBalm and ArtDeco.

Lizardo said that working with Mobext "and not simply an agency gone 360", backed up by an international network, earned them the brand's first push into mobile.

"Mobile is definitely the future of commerce. Consumers now no longer need to be inside a store or in front of their computers to make a purchase-now it can be done anywhere and at any time. It's a very powerful sales channel for business," said Arthur Policarpio, head of Mobext Asia-Pacific.