Pierce Mattie Public Relations New York & Los Angeles

While the fashion industry lags notoriously behind in implementing brand presences online the beauty industry has been swift to adopt new technologies to further their brand goals.

According to DM News beauty industry superstar (and beauty editor favorite) Laura Mercier has seen a 40% increase in people purchasing their products online after working with Coremetrics.

Laura Mercier Cosmetics and Skincare has increased the number of visitors making a purchase on its site by 40 percent after implementing a Web analytics solution from Coremetrics, a provider of on-demand Web analytics and precision marketing solutions. Working with its assigned Coremetrics business analyst, an industry expert who works with a specific company to drive ROI, Laura Mercier used data in its online analytics solution to determine that improvements to its on-site search could yield tangible results.

And while this represents a very strategic move on the part of Laura Mericer, one which will no doubt be followed by other brands, I can't help but remember the very strange Laura Mercier ads that showed up on the least likely of websites not many months ago. While using Menupages I came across an ad for Laura Mercier. Not exactly the most likely online ad placement for a cosmetics firm. Perhaps placing ads on cultural sites like Gawker or even on beauty blogs themselves would be more targeted? Still we must give credit where credit is due. Laura Mercier is an innovator in both cosmetics and e-commerce. But fine tuning never hurt anyone.