Building a Shopify store for a highly anticipated launch
The brand
ERAA is a beauty brand founded by a prominent makeup influencer with an established audience in the beauty space.
That relationship gave the brand a distinctive starting point. Many visitors would arrive already familiar with the founder, her content and her approach to makeup. The website needed to carry that familiarity into a shopping experience that felt recognizably ERAA.
Our brief was to create a digital home for the brand while giving customers a clear route from initial interest to product discovery and purchase.
Store performance
The challenge: preparing for attention from day one
For ERAA, a surge in launch traffic was an expectation from the outset.
The founder’s reach meant the store could receive a concentrated wave of visitors as soon as the brand was announced. That shaped the project: the first impression, the clarity of the product offering and the journey toward checkout all needed to be considered before launch.
The challenge was to balance a strong beauty brand identity with the practical needs of an ecommerce store. Visitors needed room to explore the brand, understand the products and move confidently toward a purchase.
Our approach: connecting brand and commerce
We approached the website as a connected customer journey.
The visual direction needed to communicate ERAA’s identity, while the structure needed to make the collection easy to explore. Brand content and product information each had a role: one created context and desire; the other helped customers decide what to buy.
The anticipated launch audience also made the transition from social content to the store a central consideration. Someone arriving after seeing the founder introduce the brand needed to quickly understand where they were, what was available and how to shop.
A launch shaped by an existing audience
ERAA’s project began with a clear commercial reality: the audience was already there, and the store needed to be ready to welcome it.
Our role was to translate the brand into a Shopify experience that connected its visual identity, product offering and shopping journey—giving the attention around ERAA a place to become customer action.
Planning your next ecommerce launch?
We help beauty and lifestyle brands build Shopify stores around their brand, their customers and their commercial goals.