Case Study: Cover FX achieves more than 3x conversions and better shade‑matching confidence with Bazaarvoice Curations

Bazaarvoice Curations Leads Cover FX Customers To Exactly The Right Products

Cover FX, a Toronto-based cosmetics brand known for its inclusive foundation range and clean formulations, faced a common e‑commerce challenge: helping shoppers accurately choose the right shade and undertone online without in‑person testing. The company needed a way to give customers realistic visual cues to build confidence and reduce purchase hesitation.

Cover FX implemented Bazaarvoice Curations to collect and tag thousands of customer selfies by shade, integrate those images with its interactive Shade Finder and product pages, and use the content across email and social campaigns. The curated gallery increased on‑site engagement and boosted conversions—more than doubling conversion for Shade Finder users and tripling it for email click‑throughs—while rapidly building a large library of user‑generated content and higher overall customer engagement.

Cover FX

Christine Robles

Director, eCommerce and Digital Marketing, Cover FX