Shiseido’s Buxom launches new e-commerce website

Shiseido’s colour cosmetics brand Buxom has launched new e-commerce website BuxomCosmetics.com.

The website offers lipsticks, lip balms, and lip glosses, as well as mascara, eyeshadow, foundation, bronzer, and highlighters.

It has been specifically designed with mobile phone access in mind, incorporating a Mobile First approach.

Shiseido Americas Global Buxom senior vice-president Serena Giovi said: "Buxom is bigger, bolder, and sexier than ever with the launch of our new e-commerce website.

"Our new website allows us to further follow our vision for building Buxom into a social and digitally-driven brand, while serving as a new platform to connect directly with our fans."

The move is part of the brand’s new online strategy that aims to deliver an interactive shopping experience by integrating user-generated content across the site through social media.

BuxomCosmetics.com also includes a dedicated page for various makeup looks from the brand’s Instagram followers, alongside an 'Unleash Artistry' page that features exclusive beauty tips and makeup tutorials by Buxom Education and Artistry director David Birdwell.

The website is currently providing various offers such as free shipping and complimentary samples of its Full-On Lip Cream products.

Originally launched by Shiseido in 2007 in the US through Sephora, Buxom is currently available at select retailers across Sweden, Denmark, Norway, Finland, the UK and Ireland.