AIDENTYKA / PROJECT CASE STUDY
Emmiliss Beauty — a Lash & Brow e-commerce website
A specialist catalogue where professional product purpose shapes navigation and the journey towards an order.
- Format
- Specialist e-commerce website
- Market
- Ukraine
- Industry
- Lash and brow products
Lash and brow professionals work with materials that differ in purpose, specifications and format. Emmiliss Beauty presents a focused Lash & Brow range. This case examines how categories, product options and curated selections help customers navigate a professional online store.
Project context
Accuracy matters to this audience: customers need a material for a particular treatment and must check the relevant option. An attractive general storefront cannot replace clear routes between lashes, adhesives, tools and supporting products.
The store also needs to support returning customers. Regular replenishment of consumables depends on a familiar catalogue, accessible basket and a way to keep products for later consideration.
Website structure
- Categories for eyelash extensions, brow products and lamination materials.
- Separate groups for adhesives, tools and consumables.
- New arrivals and popular product selections.
- Product pages with prices and available variants.
- Wishlists, a shopping basket and customer account access.
Professional categorisation creates a route from treatment to material. Visitors first identify the relevant product group, then narrow their choice to an item and its available specifications.
Visitor journey
- Open a category that matches the treatment or required material.
- Review the product’s purpose, specifications and available option.
- Add the relevant items to the basket or wishlist and continue assembling the order.
Visual approach
In a specialist niche, design needs to make similar products distinguishable. Consistent cards and readable names can contribute more to effective selection than excessive decorative effects.
New arrivals and popular products create additional entry points into the range. They work alongside the core categories so an experienced professional can still go directly to a familiar material group.
Search and content
A specialist catalogue can address specific topics such as lash materials, brow products, lamination and professional tools. Category descriptions are useful when they explain purpose, selection criteria and differences between products. Copy should reflect factual specifications, avoiding unsupported claims about safety or treatment outcomes. Internal links should help customers move between related professional product groups.
What this format delivers
This store format acts as an organised purchasing tool: customers can understand the professional range, locate a relevant item and assemble their working supplies.
Questions about the project
Why use specific categories in a Lash & Brow store?
They correspond to concrete professional tasks and shorten the route from a treatment requirement to a relevant material.
What information belongs on a professional product page?
Purpose, available specifications and volume, compatibility and usage conditions within the manufacturer’s documented information. These details support an informed choice.
Planning a similar website?
Tell us about your business, audience and the action you want visitors to take. We can discuss the structure, content and scope of your project.