Published by isobel.regan@dontpanicprojects.com
Published Date 27.11.2023 
Digital marketing agency Reckless is delighted to win Best Health, Beauty and Well Being Website of the Year at the 2023 UK Ecommerce Awards.
The award win is for the AI-powered website the North West agency created for cosmetics brand DCYPHER.
DCYPHER is the world’s first fully customisable foundation brand. Users can scan their face three times using the AI-powered ‘Skin Tone Analyser’ to create and buy custom-blended foundations, concealers and coverage drops that perfectly match their skin shade.
Senior Project Manager, Hannah Worsley, said: “We are absolutely made up to win Beauty, Health and Well Being Ecommerce Website of the Year at the 2023 UK E-Commerce Awards. Working alongside Adam, Claire and David at DCYPHER to produce their exciting new website has been a pleasure, and we can’t wait to continue to push the technical norms of the healthy and beauty industry moving forwards.”
Since launch, DCYPHER’s website has enjoyed a 3.5% conversion rate (above average for ecommerce health and beauty websites) and a 180% increase in users. The website scores 100% on technical SEO, has 0 Core Web Vitals issues and a rapid page load speed of 0.9 seconds.
Behind the build…
DCYPHER asked us to rebuild their website with a vastly enhanced UX and new features that bring extra value. The challenge however, was that the website platform DCYPHER uses doesn’t naturally support the level of advanced functionality we needed to build in, so we had to think outside the box.
Our solution was to custom build a background Laravel app using an API to allow scanned skin tones and sales data to transfer between customers and the website. This data flow is exactly what we needed to add new functionality such as the ability to create an account, save multiple skin tones for later or proceed to check out.
Customers can now label their skin tones in their account too. For example, they could save one skin tone as ‘summer’ and another as ‘winter’, providing easy access to past orders, and accurate tones for seasonal changes.
The new website has improved internal efficiencies at DCYPHER because we automated allorders, returns and shipping – processes that used to be completely manual.
The website has a beautiful design, clear messaging and call-to-actions. We also added DCYPHER customer reviews, UGC and press coverage from titles like The Telegraph and Gracia to build credibility.
The beauty of the build…
Historically, the cosmetics world hasn’t offered a diverse range of shades that cater to all races and skin types. As a result, consumers are excluded and settle for the closest shade even if it’s not accurate.
DCYPHER however revolutionises this by creating cosmetics for the customer, not the other way around. It caters for everyone regardless of race, gender, skin type and age, delivering more accuracy than brands that match customers to pre-made shades that don’t quite match.
Plus, DCYPHER encourages consumers to shop kinder to the environment. Unlike many online retailers, DCYPHER doesn’t have loads of products in a warehouse going to waste. Instead, it makes every item fresh when an order is placed. This, coupled with the website’s easy-to-use technology and accuracy reduces waste because fewer products are returned, thrown away and sent to landfill.
About Reckless
Digital marketing agency Reckless is based in Liverpool, Chester and Manchester. Founded in 2007, it has a broad and long-standing client base including property developer Castle Green Homes, independent craft beer brewery Polly’s Brew Co and global toy retailer Keycraft.
Reckless now employs a team of over 30 who specialise in SEO, PPC, CRO, online marketplaces and bespoke website development for B2B and B2C e-commerce brands.
