A beauty store on Hyvä, compliant with EU directives

The Victoria Vynn catalog runs on dozens of collections and hundreds of SKUs. That much product information, description and imagery can’t live scattered across different places. It would be an operational nightmare – one you’d have to maintain by hand in every language version separately.

So we integrated the brand’s sales platform with Akeneo PIM, which became the central source of product data. The Victoria Vynn team now manages the entire catalog in one place, and Magento receives ready-made, complete, and translated data – attributes, descriptions, collections, photos, and variants – matched to each language version.

This solves the problem of chaos in product data and simplifies the upkeep of a multilingual store. A product described once in the PIM flows through to the PL and EN versions as it should, with no manual rewriting and no risk of errors or inconsistencies.

Nothing annoys a customer quite like ordering a product that turns out to be out of stock. Well, maybe a price on the site that’s different from the one at checkout. Every mismatch like that means a frustrated customer and manual fixes your team has to make.

That’s why we tied the Victoria Vynn store to the WAPRO ERP. As a result, stock levels and prices in the store always match up. Customers see current statuses like “Out of stock” along with promotion and sale labels. Orders placed in Magento go automatically to the ERP system with all the data needed for fulfillment and invoicing.

As a result, order handling runs without anyone rewriting data by hand. That means fewer errors, less operational work and the confidence that what the customer sees matches what’s actually in the warehouse.

Even the best catalog won’t sell itself if customers can’t quickly find what they’re looking for. And Victoria Vynn’s range is broad – dozens of collections, product lines, color variants.

So we took care of two things. First, an expanded, multi-level menu that brings order to navigation across categories, lines and collections (including GEL POLISH and PURE CREAMY HYBRID). Second, a smart search that suggests products as you type, with ready-made sections for suggestions, categories and products.

The result? Customers reach the right product faster, and the path to purchase gets shorter and more intuitive.

Not every customer knows where to start their shopping. It’s worth giving them a nudge – what’s new, what sells best, where the best deal is waiting.

So in the Victoria Vynn store, we implemented a product labeling system – with tags like NEW, BESTSELLER, PROMO, SALE and SHORT-DATED – that brings order to the range and supports buying decisions. Customers immediately see which products are worth considering, and they’re more inclined to add them to the basket.

It may seem like a small thing, but it makes a difference. The labels bring order to the offer, steer the customer’s attention towards the right products, and help them decide faster – especially when they don’t yet know exactly what they’re looking for.

Victoria Vynn sells its products beyond Poland. The brand is actively growing its export and distribution network. But every new market means another language version to maintain.

We built the Victoria Vynn e-Commerce platform using Magento’s Multistore feature. In practice, that means two stores – Polish and English – running on a single Magento instance. Both draw on the same data, and both are fed by the same PIM. And when the brand decides to enter another market, there’ll be no need to build everything from scratch – we’ll simply add another store to the structure that’s already in place.

This way, the Victoria Vynn team doesn’t have to maintain two separate platforms. A change made once works on both markets, and the brand can focus on selling instead of administration.

The Victoria Vynn cosmetics catalog isn’t just individual gel polishes, tips or UV lamps. Part of the brand’s offer calls for a slightly different approach than a standard product page.

So within a single store, we implemented sales of individual products, bundles, color swatches, and tickets for events run by the brand. We also created an Outlet section where customers can buy end-of-line stock.

This means no part of the offer is left outside the store. The brand doesn’t have to handle any orders by email or phone, and customers add everything to a single cart.

One of the pillars of this project was implementing the legal requirements in force across the European Union. Not just as clauses in the terms and conditions, but as real, working features of the store.

So we implemented a self-service RMA module that lets customers file returns and complaints online from their account or a dedicated page (the right to easy returns). In line with the Omnibus directive, every promotion displays the “lowest price from the last 30 days.” And we brought the store’s interface in line with the WCAG guidelines – the accessibility standard required by the European Accessibility Act.

This approach protected the brand against legal risk, but it also built customer trust. Transparent prices and easy returns genuinely lower the barrier to buying, and an accessible platform widens the pool of potential customers.

A premium brand can’t rely solely on its own promises. Customers want to know how a product performs in practice, in the hands of real users.

That’s why we implemented a product reviews and ratings system in the Victoria Vynn store. On every product page, the customer sees ratings and comments from others – how the polish spreads, how it holds up on the nail, whether the color matches the photo. These reviews connect with the brand’s community, which shares the results of its work under the #VynnLovers hashtag anyway.

So the customer buys with more confidence, because they see the product through others’ eyes. And the brand gains authentic content from real customers – the kind that works for SEO along the way.

In the beauty industry, the competition for visibility on Google is fierce. The winner is whoever has not just products, but content too.

So we launched a knowledge hub, where Victoria Vynn publishes expert articles and current industry trends (such as nail art techniques), pulling in long-tail traffic in the process. We tidied up the information architecture – the structure of categories, product lines, and collections – supporting indexing and internal linking.

We also made sure all the language versions (PL/EN) are handled correctly, with no duplication or cannibalization. The rich product data from Akeneo became the foundation for SEO content, while the lightweight Hyvä frontend, WebP images and asset versioning support Core Web Vitals.

The result? Customers reach the store not only by typing in the brand name, but also by searching for answers to their questions. So Victoria Vynn gains twice over: traffic from search and a position as an expert in the industry.

In the beauty industry, customers live on social media, and the decision to buy is often made before they ever reach the online store. So a cosmetics brand has to be where its customers are.

We integrated the Victoria Vynn store directly with the brand’s Instagram and Facebook profiles, keeping the visual communication consistent. We launched a newsletter, where signing up to the #VynnLovers list is rewarded with a 25 PLN voucher. On top of that, we implemented a mechanism that automatically adds a gift to the cart.

On the homepage, we put trust badges front and center: made in Poland, free delivery, secure shopping. And with Google Tag Manager in place, the brand can measure campaign performance, run remarketing and optimize its ad spend.

As a result, social media brings customers to the store, the newsletter keeps them around longer, and Google Tag Manager shows which of these efforts really pay off.

In e-Commerce, flexible payments and transparent delivery often decide whether a transaction goes through or ends prematurely.

So in the Victoria Vynn store, we implemented advanced payment methods, matched to the Polish market and EU requirements: BLIK, card payments, fast bank transfers and deferred payments. We gathered all the information about them on a dedicated “Payment methods” page. And we rounded out the buying process with a clear delivery policy – free shipping over 99 PLN and online returns handling.

Customers pay whichever way is convenient for them, and they get their order with no surprises. The brand doesn’t lose sales at the very last step of the buying journey.