Industry veterans Annie Jackson and the late-Shashi Batra first met decades ago while working for beauty giant Sephora. As founding members of the team that would go on to establish Sephora in the U.S., the two helped take the company’s revenue to $600 million in just six years.
In 2014, Shashi and Annie reunited to launch Credo Beauty, a brand focused on providing customers with the cleanest, most effective independent and luxury brands around. As one of the least regulated consumer categories, Credo’s mission from the start has been to change the industry for the better, while focusing on inclusivity, transparency, and education.
Today Credo is regarded as the largest clean beauty store on the planet, recognized for introducing stringent product requirements through the Credo Clean Standard and The Dirty List. In June 2020, Credo advanced its mission further, introducing Sustainable Packaging Guidelines, which offer brands best practices from packaging design to end-of-life management.
These values carry through to the expertise of its associates in cities including San Francisco, Los Angeles, New York, Boston, and Chicago.
In 2019, Credo added Hero to offer online shoppers the same level of expertise, care, and service customers receive in-store. Within a few months, the partnership was recognized by Glossy as the beauty industry’s Best In-Store Technology Innovation.
Delivering the Message of Clean Beauty Online
Credo’s Dirty List is a list of over 2,700 specific ingredients and types of ingredients that are used in mainstream beauty products that Credo prohibits due to safety and/or sustainability reasons. With Hero, Credo’s beauty experts are empowered to share their knowledge of clean beauty beyond the four walls of the store, greatly expanding their sphere of influence.
“Every day our goal is to help new customers understand how to move away from conventional, toxic beauty and skincare products and try equally effective, non-toxic products. But understanding clean beauty can be complicated,” comments Dawn Dobras, CEO, Credo Beauty. “Hero is the perfect partner to take what works exceptionally well in our stores and translate it to new customers on our website.”
Through text, chat, and video, beauty experts educate online shoppers on the efficacy of products, while offering personalized recommendations and tailored advice 1-on-1 just like they would in-store.
With nearly 80,000 chats initiated between February 2019 and January 2021, Credo’s online sales now convert at over 25%, with an average order value of $117.
“Hero provides us with a platform for exceptional customer connections and personalized service. CredoLive has greatly improved our conversions and enabled better customer engagement.”
Real Shade-Matching, Virtually
Credo’s entire team of experts across all 10 locations leverage Hero to shop alongside online customers in real time. Among the most common questions posed to Credo’s beauty experts are centered around the true shade of products.
Through photos, videos, and live virtual consultations, store teams provide online shoppers authentic content, giving them the confidence to follow through with a purchase.
Additionally, online customers seeking a personalized shopping experience can send their own photos and videos directly to beauty experts, or request a two-way video call for real-time feedback through CredoLive.
“Hero provides us with a platform for exceptional customer connections and personalized service. CredoLive has greatly improved our conversions and enabled better customer engagement,” says Dawn.