Astra Make-Up unveils a digital transformation with FiloBlu partnership – Discover the exciting changes!

Exploring the strategic partnership between Astra Make-Up and FiloBlu to enhance digital presence and customer experience globally.

Astra Make-Up, a renowned Italian beauty brand, has embarked on a strategic collaboration with FiloBlu, an agency specializing in optimizing online sales, to enhance its digital presence. This partnership, initiated on March 20, 2025, aims to revamp Astra Make-Up’s visual identity and improve overall user experience. Key developments include the launch of a new international site on Shopify and a revamped Italian e-commerce platform, both designed to streamline navigation and optimize the customer experience.

Objectives of the partnership

The collaboration between Astra Make-Up and FiloBlu is focused on strengthening the brand’s online identity and improving the shopping experience for customers. A significant step was the launch of a new international website built on Shopify, providing a digital showcase for foreign markets. This new portal allows Astra Make-Up to present its wide range of products to a global audience. Simultaneously, the e-commerce site dedicated to the Italian market underwent a redesign to enhance online sales and improve customer experience. The new platform simplifies navigation, highlights the product catalog, and optimizes interactions to ensure a seamless and hassle-free purchasing journey.

Marketing and communication strategy

Alberto Arcolin, CEO of FiloBlu, emphasized the importance of the collaboration as a strategic opportunity to combine expertise and experience in the beauty sector. The synergy between the two companies is based on a shared vision and a path of digital growth, supported by the diverse capabilities within the Commerce Hub Celeste. The brand’s revamped visual identity aims to reflect Astra Make-Up’s values and essence, ensuring consistency and authenticity in digital communication. To further enhance user experience, technical updates have been implemented, including the addition of Spanish language support on the international site and the optimization of product pages with video tutorials showcasing textures, application methods, and final results of the cosmetics.

Outcomes and future prospects

This strategic overhaul primarily aimed to strengthen brand communication and deliver an e-commerce experience that meets customer expectations. To support this evolution, The Brandformance Society, a unit of the Commerce Hub Celeste specializing in communication and marketing, was involved to boost Astra Make-Up’s online visibility and performance. The migration to the new site was accompanied by a redesign of the menu and homepage, making navigation more intuitive. An editorial plan for the blog was initiated, featuring valuable content on the beauty world, such as practical guides and articles dedicated to seasonal events. Despite strong competition in the sector, Astra Make-Up has achieved significant results in organic searches, securing prominent positions for strategic keywords.

Advertising strategies and market expansion

Starting from October 2024, the management of digital advertising campaigns on Google and Meta Ads has contributed to increasing online revenue. Google Ads has become a crucial channel, evolving from a brand awareness tool to a conversion lever, while on Meta, content has been diversified to maximize performance. Thanks to this integrated strategy, Astra Make-Up is strengthening its digital presence, improving visibility in search results, and building an increasingly competitive online ecosystem. Simone Settimi, General Manager of Astra Make-Up, stated that this partnership represents a fundamental asset for the brand, allowing it to grow brand awareness in international markets and make the brand accessible to a global clientele.

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