Domani Studios Launches a New Site for Apothecary Gurus Lavett & Chin

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Domani Studios announced today the launch of a new eCommerce web site for Lavett & Chin, a high-end hair care company with a focus on all-natural ingredients.

Domani Studios, a full-service design and marketing firm based in NYC, announced today the launch of a new eCommerce web site for Lavett & Chin, a high-end hair care company with a focus on all-natural ingredients. The site, leverages L&C’s line of products with an elegant Flash-based user interface connected to a custom engineered eCommerce back-end and administrative tools providing content management (CMS).    

“We felt that it was important to keep the look and feel of the site open and somewhat spare without having it come off as sterile – incorporating embedded video and motion graphics, and pushing ourselves to take a fresh approach to the interface helped us find the right balance,” said Jonathan Hills, DS Creative Director. In addition to the design and development of the web site, Domani Studios was responsible for producing all of the product photography and for implementing a 16mm film shoot providing high quality video clips for the site.

To ensure that the site was effective, easy to use, and extensible, Domani Studios developed a set of user and administrative features that help build brand awareness and drive sales:

eCommerce: While effectively positioning the brand online was essential, the eCommerce component truly is the backbone of the site. Domani Studios built the site on top of its scalable eCommerce platform, DS:Commerce. This software offers a unique blend of flexibility, scalability, and security for mid-size companies and was designed to integrate seamlessly with Flash-intensive sites. “Our platform gives us the ability to commerce-enable nearly any project at a relatively low cost. By using standard XML interfaces, we can add a shopping cart and secure checkout to any Flash or HTML site, harnessing the sophisticated shopping interfaces typically reserved for very large companies,” explains Corey Szopinski, DS Director of Technology.

Recommendation engine: Since Lavett & Chin offers a wide range of products it was important that the site educate users about L&C’s blends, their ingredients, and their uses. To aid in this effort, Domani Studios created a “Recommendation Engine” dubbed “The Right Blends for You.” Here users can answer up to 20 questions regarding their unique hair type. The engine returns results that directly connect the user’s habits and hair type with the ingredients and products best suited to them. The user is then able to purchase the recommended set, or send the recommendation in a customized HTML email for future reference.

Content Management: While graphically rich, the site is designed for expandability and is highly updatable. Through the use of administrative tools, Lavett & Chin can update products, descriptions, ingredients, usage guidelines and pricing. “Updateability is a consistent concern for our clients. Here we developed a fully integrated content management system that provides the ability to create promotions, adjust product descriptions, and modify pricing, all while retaining the exact look and brand direction our designers created,” explains DS Studio Director, Bill Fletcher.

Marketing and Data Mining: Domani Studios designed the site to feature rich product teasers and advertisements directing users to new products, sale items, or educational resources. Products can be marketed directly to users through HTML email campaigns, on-site promotions, and a “Refer-A-Friend” viral marketing effort. Additionally, various features on the site allow L&C to acquire user information for future use. For example, each visitor who uses the Recommendation Engine may opt to “sign a mailing list”, prompting the database to store not only the user’s name and email address, but also her answers to specific hair-related questions. This user information can be used to send out customized marketing emails that target specific hair types.

Domani Studios, , is an independent design and marketing firm based in NYC. The studio’s objective is to provide high-end design sensibilities and online marketing services for a broad array of clients and projects. With a focus on the luxury, lifestyle, and entertainment industries, Domani Studios has created award-winning work for clients such as CNBC, Gucci, Geffen Records, Starwood Hotels, Estée Lauder’s Bumble and bumble, and now, Lavett & Chin Apothecary.

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Corey Szopinski
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