Alfaparf
eCommerce ■ Experience Design ■ Experience Management
From B2B to B2C: the new Alfaparf eCommerce experience
Alfaparf, Italy’s leading professional beauty company, has embarked on a digital transformation journey. The goal was to evolve its long-standing B2B model into a premium B2C experience tailored directly to the end consumer.
We partnered with the brand to optimize their existing Shopify Plus Italian store, refining the architecture, customer experience, and content strategy. Our mission was to elevate the group’s diverse brands while making professional-grade products more accessible to the general public. While the project launched in Italy, it was designed from day one with global scalability at its core.
A scalable ecosystem for a multi-brand powerhouse
Managing a portfolio of diverse brands means balancing unique visual identities and creative guidelines. The challenge was to build a platform that could preserve the distinct personality of each brand while maintaining a cohesive, recognizable digital experience for the entire group.
To support Alfaparf’s international growth, we established a scalable technological framework that allows the eCommerce model to be seamlessly replicated across different markets.
We designed dedicated brand pages to showcase individual identities through immersive storytelling. Additionally, we leveraged Custom CSS to tailor the UI to specific user experience needs, all while maintaining the robust technical foundation of Shopify Plus.
An expanded and cohesive catalog
One of the core elements of the project was managing an incredibly vast catalog of approximately 150,000 products.
To achieve this, we implemented a mix of standard and custom integrations, including:
-
a Farmadati connector for seamless management and enrichment of product data sheets;
-
integration with Fulk to ensure the use of high-quality imagery across the site;
-
automated workflows for product categorization and the dynamic assignment of page templates based on product type.
Built for global growth
The platform was developed on Shopify Plus using a multi-store architecture powered by Expansion Stores.
The optimization of the Italian store served as the blueprint for all future local markets. This foundation will be used to roll out Expansion Stores globally, ensuring visual and functional consistency while allowing for country-specific adaptations. This approach empowers international expansion through a unified, high-performance tech stack.
Content and storytelling at the heart of the journey
We transformed the product pages by introducing rich, educational, and multimedia content to guide users through their shopping journey.
By incorporating “Before & After” visuals and informative materials, we helped customers better understand product benefits and professional results. Moreover, we bridged the gap between social media and the web store by syncing on-site videos with the brand’s social channels—creating a truly seamless, omnichannel brand experience.
Loyalty and Engagement
The platform places a spotlight on the Alfaparf People Club, the brand’s loyalty program which boasts over 6,100 active users.
Integrated deeply into the digital experience, the program strengthens customer relationships and simplifies the path to purchase. By providing tailored information and expert guidance, it helps users confidently choose the products that best fit their personal beauty needs.
Projects
Explore the digital products and services we have designed
