Aeolidia to the rescue!
Leslie McNeilus launched Pure Luxe Apothecary in the fall of 2014. She sold her line of natural skincare products through Etsy, a few wholesale accounts, and at local farmer’s markets. While this initial approach allowed her to develop a proof of concept and gradually ease into making larger product batches, she knew she needed to grow online sales in order to grow the business. When she contacted us, sales on her website contributed to just 16% of her total revenue. She wanted to grow this to at least 50 percent.
While Leslie already had a web presence, her website was powered by WooCommerce. She told us she felt a lack of control over the site, from the display size of her email newsletter signup to the number of steps she had to take to download a simple report. She didn’t enjoy using her website, so she avoided updating it, which wasn’t great for business. We recommended a custom Shopify website.
Aeolidia to the rescue!
Leslie needed a new website that was not only beautiful and intuitive to use on the back end, but one that would help differentiate her line of natural skincare products and convert site visitors into customers. This meant she needed help with driving traffic to the website and improving the site’s overall conversion rate. To do this, we started with a marketing session that helped Leslie more narrowly define her target customer. Knowing exactly who we were talking to and why they value the Pure Luxe brand helped us form the basis for improved website copy.
We came up with an engaging tagline for the home page and wrote About page copy that differentiated Leslie’s business from other natural skincare lines. We also wrote better product descriptions that included buyer testimonials to help make up for the fact that online customers cannot smell, feel, or try products. We designed a custom blog so Leslie could continue to communicate her unique value by writing posts about her process and ingredients.
To improve site usability, we reconfigured the website’s main navigation, dividing products into more intuitive categories. We also designed e-gift cards to improve the conversion rate on the site, as many customers purchase Pure Luxe products as gifts.
What Our Client Had to Say
I absolutely recommend Aeolidia to other entrepreneur friends. You have finely tuned your craft and offer a high-quality experience, thoughtful products/projects, and excellent resources. I love that you specialize in working with makers and artisans who are ready to take the next step to grow their business. I also love that your team is made of specialists who are also makers and business owners themselves.
As we worked on her website, Leslie told us,
“I’m really impressed by how all these moving parts and pieces are coordinated here amongst your team. It’s a fascinating process to be part of, and I am grateful for the experience and insights to be gained.”
We believe in keeping things simple, yet sophisticated. In every small batch of Pure Luxe Apothecary blends, you’ll find a fusion of pure, plant-based ingredients, thoughtfulness, and intention. Our products are rooted in health and well-being because to us, beauty begins within. Nature is incredibly intelligent—nut and seed oils, essential oils, hydrosols, and botanical powders each offer a therapeutic purpose. Formulating these lovely remedies is both an art and a science.
Sometimes it’s okay to say never. We never use synthetics, parabens, additives, preservatives, colorants, or gluten in any of our blends. We never test on animals. We employ practices that are friendly to the environment and all its creatures. You deserve to know exactly what ingredients you’re putting on your body, so you won’t find complicated, unpronounceable chemicals in our blends; only carefully-chosen botanicals. We believe in being as transparent as the glass bottles we use for packaging.
About Leslie McNeilus
Pure Luxe Apothecary blends are handmade, bottled, and labeled in small batches by me in my Olympia, WA workshop. I am a trained aromatherapist, a professional member of the National Association of Holistic Aromatherapists (NAHA), and I have a degree in Integrated Health: Complementary Therapies from the University of Westminster in London. My formal training is fueled by a fascination with health sciences, botany, and alternative therapies. Each handmade blend allows me to continually learn, evolve, and share the joy of health with others.
Home page copy
Pure Luxe Apothecary is refining the art and science of skincare, one small batch at a time. Using beautifully effective, natural ingredients, we create luxurious blends for body and home that infuse everyday rituals with blissful rejuvenation.
A Few of Our Best-Selling Blends
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Enrich Daily Face Cleanser
This balancing cleanser helps restore skin’s natural oil production and keeps it clean, refreshed, and happily hydrated. A trio of ylang ylang, cedarwood, and palmarosa essential oils gently stimulates skin cells while olive, jojoba, and castor oils clear away dirt, pollutants, and makeup with ease. Use in the morning and evening to help balance skin’s sebum levels. Unlike standard foaming cleansers that strip skin of its moisture, this cleanser leaves skin soft and supple without an oily shine.
Olive Oil helps soften, hydrate, and clear away extra oil, dirt, and makeup.
Jojoba Oil is deeply moisturizing and anti-inflammatory.
Castor Oil cleanses, softens, and provides detoxifying properties.
Cedarwood Oil and Ylang Ylang Oil help soothe and repair skin as they balance sebum production.
Palmarosa Oil contains hydrating and antiseptic properties, and helps stimulate cell regeneration.
Directions for Use
Massage about a teaspoon of cleanser, or roughly half of the 2oz bottle’s dropper, onto face and neck for 30 seconds. Rinse a cotton washcloth in warm to hot water, wring out, and place over the face to gently warm the skin—this acts as a mini aromatic steam. Breathe in the therapeutic benefits of the essential oil blend. When the washcloth starts to cool, gently wipe off the cleanser and rinse the cloth. Repeat as needed.
Pure Luxe Apothecary products are handcrafted without the use of artificial preservatives. For maximum longevity, please store upright in a cool, dry place away from direct sunlight.
Olea europaea (olive) oil, Simmondsia chinensis (jojoba) oil, Ricinus communis (castor) oil, Cedrus deodara (cedarwood) essential oil, Cananga odorata (ylang ylang) essential oil, Cympbopogon martini (palmarosa) essential oil
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