Fattal Beauty e-commerce website (www.fattalbeauty.com) was launched on November 19 in response to the Covid-19 outbreak and the several lockdowns dramatically affecting the Fattal Beauty Division in Lebanon across all categories. The new channel represents a secure and sustainable retail sales channel meant to complement existing channels mainly in the retail.

According to Joëlle Ghattas leader of the project, Fattal Beauty new e-commerce platform allowed the recruitment of a new customer base that was never part of Romance database. Such database features specifically the younger generation much present online than the older one. The result, a larger audience and a bigger target group for Romance. “It is an essential tool to complement our social media pages on Instagram and Facebook for a better shopping experience in light of a challenging year. It is also a means to meet our suppliers’ expectations where the digital experience is a must, next to the great insight on shoppers behaviour made possible thanks to Fattal Beauty online presence.”

The challenges encountered throughout the planning and implementation of the project were many. “But thanks to the instrumental help of the Communication Department, we were able to launch the platform in as a short as 2-month time, an unusually very tight deadline to catch up and acquire new customers before the end of the year.” explains Joëlle Ghattas.

Despite the challenges, Fattal Beauty website was ready for the end year season currently featuring 29 brands and the following 10 categories: Make up, Fragrances, Face care, Body care, Men skin care, Toiletries, Women Underwear, Men Underwear, Legwear, Watches and Accessories. According to Joëlle, Romance is currently working to get the remaining brands onboard, mainly to complete the perfumes portfolio.