RevitaLash
Physician-formulated lash, brow and hair serums sold direct.
Overview
RevitaLash Cosmetics sells physician-formulated serums and cosmetics for lashes, brows and hair, and marks 20 years of its original lash serum.
The storefront was WordPress with WooCommerce: a site-specific theme over a light parent, a custom post-types plugin carrying the content the catalogue needs beyond plain products, product bundles for the sets the brand sells together, gift cards at checkout, and Mailchimp connected twice over - once to the store for purchase-driven audiences and once to the site for everything else. Contact Form 7 handled enquiries and an accessibility plugin covered the parts of WCAG a theme does not.
Geotargeting was part of the retail logic, not an afterthought: the store decides which regional storefront a visitor belongs on. That mechanism outlived the build - a visitor from Europe today is still sent to the local site rather than the US one, which is why this case is shown from the archive.
The storefront this case describes is the one that arrived at the start of the engagement. The archive has revitalash.com on Magento in 2008, on WordPress in 2011 and 2012, back on Magento in 2014 and 2016, on WordPress as late as 31 May 2018 - and on Shopify by 4 July 2018, where it has stayed ever since. Ten years of moving between platforms ended that summer.
What was built
- A WooCommerce storefront on WordPress for the brand's lash, brow and hair range, on a site-specific theme.
- A custom post-types plugin for the content around the catalogue, so editorial and product data are not forced into the same shape.
- Product bundles for the sets the brand sells together, and gift cards at checkout.
- Mailchimp connected on both sides: purchase data from WooCommerce and sign-ups from the site.
- Geotargeting that routes visitors to the regional storefront for their country.
- Enquiry forms and an accessibility layer over the theme.
Stack
CMS & Commerce
- WordPress
- The platform the storefront ran on
- WooCommerce
- Catalogue, cart and checkout
- WooCommerce Product Bundles
- Sets sold as one purchase
- Gift Cards for WooCommerce
- Gift cards at checkout
- Custom theme
- Site-specific theme over a light parent theme
- Custom post-types plugin
- Site-specific content types around the catalogue
Marketing & Forms
- Mailchimp for WooCommerce
- Purchase data and audiences from the store
- Mailchimp for WP
- Sign-ups from the site itself
- Contact Form 7
- Enquiry forms
- GeoTargeting Pro
- Routing visitors to the regional storefront for their country
Frontend
- WP Accessibility
- Accessibility fixes on top of the theme
- Column shortcodes
- Layout blocks for marketing pages
Engineering highlights
Geotargeting is retail logic here: a brand selling regulated cosmetics in several markets cannot show one storefront to everyone, and the routing built then still decides where a European visitor lands today.
Mailchimp is wired to the store as well as to the site, so an audience is built from what people bought, not only from who subscribed.
Bundles and gift cards are checkout features, not marketing pages - the parts of a beauty catalogue that change the order value.