The brick-and-mortar incarnation of Cassandra Grey’s beauty-centric website, Violet Grey, sprung to life on Melrose Place last week, but at Friday’s Lucky Magazine Fashion and Beauty Blog Conference (FABB), conversation turned to all things digital, including the recent launch of the brand’s e-commerce arm, Shop the Shelves.
At the annual blogger event, held for the second year at the SLS Hotel, Grey served on a panel with Mad Men star January Jones, currently also splashed across the site’s digital magazine, The Violet Files, thanks to a recent editorial shoot. “[The brand] started with a business plan that was about online content and commerce,” Grey told Pret-a-Reporter. “It evolved when I landed in Los Angeles and realized that I was in the most influential beauty culture in the world. Now it’s about celebrating Hollywood beauty culture throughout history and the art of transformation, and the artists and artistry displayed on these famous faces.”
Regarding the biggest challenges in e-commerce, Grey, sporting her signature pixie cut created by stylist Lea Journo, noted the difficulty of translating the look, touch and feel of beauty products to the online realm — a hurdle the brand seeks to overcome by shooting and displaying all the online items in a large format, “so you can put your hand against the screen and really get a feel for the color.” The brands carried online will also be housed in the brick-and-mortar boutique -- think Dior Beauty, NARS and RGB.
Meanwhile, the shop has already earned coveted beauty insider go-to status when it welcomed its first customer: FABB host and Lucky editor-in-chief Eva Chen, who made a beeline for the store to replace the lipstick she accidentally left in New York. Color us impressed.