By Terry

Making in-store experiences mobile

Close up of eye with colourful eyeshadow
  • Service Design
  • Product Design
  • Interface Design

Embracing the omnichannel

Established by the visionary Terry de Gunzburg in 1998, By Terry is an international beauty and makeup brand that emphasises radiance and healthy invisible complexion. Such is the success of the brand since its inception over 20 years ago that it has become the leading bespoke ‘couture’ beauty line of made-to-measure cosmetics.

By Terry’s products are now distributed in 20 markets including France, UK and the US and represented by the biggest names in fashion and retail. These include department stores Harrods and Saks Fifth Avenue, specialist chains such as Space NK and Sephora, and prestige online platforms including

Underlining its passion for delivering exceptional customer experiences, By Terry introduced Powder Bars at its many sites in 2018. These see customers consulting with specialist store agents to create bespoke boxes of pressed powders to match their exact – and exacting – palette requirements.

This form of clienteling proved so successful that the high end beauty brand wanted to digitise the process on, enabling customers to choose and order customised palettes online via their personal devices. By Terry also wanted to empower its store agents by giving them tablet-based access to the new system to more easily service customers in-store.

Célibataire's solution

Because of Studio Célibataire’s acclaimed work relaunching the Harrods brand online, we were commissioned to design and deliver By Terry's ambitious digital retail project. During the discovery phase, we consulted with store agents about the palette sales process as well as identified several key retail digitalisation requirements.

The most crucial was creating a bespoke palette system that would integrate seamlessly with the online environment. This led us to not only designing and housing the new feature on the website but ensuring it worked within the site’s existing digital e-commerce functionality. This pragmatic approach negated the need to introduce new backend elements that would have required extensive testing and increased project risk.

With digital e-commerce goals met, we focused on creating an on-brand elevated front end design capable of visualising 5,000+ of By Terry’s possible palette combinations across any device. The resulting e-commerce UI allows customers to select and create their own bespoke make up palettes, giving them the ability to choose how many pans they want, select the colours in each pan, whether to mix colours together, or add a metallic finish.

All selections are represented onscreen within a high fidelity digital preview featuring a tally of the current palette’s cost. The system also enables staff to work up palettes with customers in-store on tablets and upsell connected products nearby.

Finally, we designed a frictionless buying process to underpin the customer’s journey. We deployed an e-commerce UI that enables customers to simply add their palette to their basket once created and choose to collect or have the product delivered before paying for it.

animation colour palettes
animation colour palettes

The results

By Terry’s first service design product, our pilot was met with universal praise from the client, customers and store agents. This resulted in a fast-tracked rollout to consumers as well as Selfridges, Sephora and Lane Crawford stores across the world.

By putting the power of choice directly into the hands of customers – as well as offering vital support for store agents – we helped By Terry realise its unique digital retail concept. One that removes the barrier between the physical and online, merging them into an omnichannel that offers a true ‘clienteling 2.0’ experience.

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