MANUCURIST × SHOWMINE
Building a more flexible and conversion-focused Shopify experience.
Showmine worked with Manucurist to enhance its Shopify storefront through custom Liquid development, conversion-focused UX, and tailored e-commerce solutions built around the brand's unique customer journeys.
Manucurist Paris Digital Flagship
Shopify Development + Custom Solutions + UX + CRO
Supporting a Complex Beauty Ecosystem With Simplicity.
Manucurist operates a broad product ecosystem across nail polish, LED gel polish, treatments, accessories, kits, gifts, and nail-care products.
The storefront needed to support multiple types of customers—from first-time gel users needing complete starter kits to nail-care connoisseurs shopping by specific nail concerns (brittle, ridged, peeling).
The core challenge was to keep the experience simple, intuitive, and conversion-focused while engineering flexible Liquid templates capable of supporting custom bundles and high-frequency campaign drops.
Diverse Multi-Category Catalog
Managing hundreds of SKUs spanning regular nail polish, LED gel polish, care treatments, tools, custom bundles, and seasonal gifts.
Flexible Shopify Storefront
Creating modular Liquid sections that allow marketing and merchandising teams to deploy new campaigns and product drops rapidly without code rewrites.
Multiple Customer Personas
Catering to beginners looking for all-in-one starter kits, pro manicurists seeking specific shades, and nail-health shoppers seeking targeted treatments.
Product Discovery & Navigation
Architecting visual mega-menus, category filters, and concern-based pathways (brittle, ridged, soft, damaged nails) for effortless browsing.
High-Consideration Product Pages
Structuring PDP hierarchy to clarify complex product systems—such as Green Flash LED curing times, removal protocols, and bio-sourced formulas.
Friction-Free Customer Journey
Eliminating cognitive friction across color swatching, shade selection, kit customization, and cart transition.
Custom Solutions Beyond Theme Defaults
Building specialized storefront functionality where off-the-shelf Shopify components were insufficient for Manucurist's unique product lines.
Promotional & Bundle Architecture
Structuring high-converting starter kit customizers, bundle savings callouts, and limited-edition seasonal offer showcases.
Mobile Shopping Experience
Delivering an app-like responsive flow on smartphones with sticky conversion bars, bottom drawer filters, and finger-friendly swatches.
Scalable Foundation for Growth
Establishing clean, maintainable Liquid architecture engineered for multi-currency international storefronts and ongoing CRO experiments.
Beyond Visuals: Flexible, Maintainable, Conversion-Focused
Showmine approached the project through three core areas. The objective was not simply to make the website look better, but to make the storefront more flexible, easier to manage, and more conversion-focused.
Shopify Liquid Development
Modular ArchitectureDevelop and customize the Shopify storefront using Liquid, reusable sections, custom templates, and dynamic commerce components for effortless ongoing management.
- Theme-level customization
- Custom sections & schema blocks
- Reusable product & collection templates
- Maintainable code for rapid campaign launches
Conversion Rate Optimization
Journey OptimizationAnalyze and optimize key customer touchpoints across discovery, product evaluation, and purchase to reduce drop-off and accelerate checkout completion.
- High-converting PDP hierarchy
- Frictionless color & variant swatching
- Sticky conversion actions & mobile CRO
- Trust indicators & bio-sourced proof
Custom Shopify Solutions
Tailored FunctionalityBuild custom functionality and tailored storefront experiences where standard Shopify functionality was not sufficient for Manucurist's specific business needs.
- Starter kit bundle builders
- Visual mega-menu navigation
- Dynamic promotional countdowns
- Concern-based shopping pathways
Building a Flexible Shopify Storefront
Showmine worked extensively with Shopify Liquid to customize and extend the Manucurist storefront. The architecture was engineered to be flexible, reusable, and maintainable—allowing the internal marketing team to run campaigns, product launches, and merchandising updates seamlessly.
Custom Liquid Sections
Engineered purpose-built Liquid sections with configurable schema settings for banners, countdowns, and shade pickers.
Dynamic Content & Merchandising
Enabled real-time product carousels (Gel Bestsellers, Regular Polish, Care, Treatments) with automated inventory badges.
Reusable Components
Componentized product cards, review widgets, ingredient tags, and swatch selectors for universal reuse across templates.
Custom Product Templates
Engineered differentiated templates for individual polishes, Active care CC creams, and all-in-one starter kits.
Collection Filtering Templates
Custom collection structures supporting facet filtering by finish (glitter, sheer, opaque, metallic) and color family.
Promotional & Countdown Components
Integrated responsive promotional bars with live countdown timers (Pink October charity campaigns, seasonal drops).
“We didn't just customize a Shopify theme. We built the storefront around the way Manucurist's customers discover, evaluate, and purchase products.”
When Standard Shopify Wasn't Enough, We Built Around the Requirement
Standard Shopify themes struggle when a brand sells complex multi-step systems. Manucurist needed custom product experiences that simplify how shoppers bundle LED lamps, polishes, base coats, and removers into personalized sets.
Custom Starter Kit Experience
Structured bundle builder allowing users to choose their LED lamp wattages, pick preferred color shades, and receive complete routine essentials in one tap.
Interactive Swatch Selector
Custom color switching mechanics connecting bottle imagery with real-nail application photos to eliminate shade guesswork.
Dynamic Promotional Banners
Time-sensitive countdown timers synchronized across header, product, and cart drawers for promotional events.
Visual Mega-Menu Integration
Curated multi-column navigation pairing category links with editorial lookbook imagery and bestselling product callouts.
Optimizing the Journey From Discovery to Purchase
CRO is a core pillar of the Manucurist digital commerce build, structured around five deliberate psychological stages: Discover → Explore → Evaluate → Trust → Purchase.
Discover
Finding Relevant Products- LED gel vs. standard polish clarity
- Targeted concern-based navigation
- Visual mega-menu categories
- Seasonal gift set discovery
Explore
Browsing Collections- Interactive color swatches on cards
- Finish & color family filters
- Customer rating badges
- Plant-based percentage tags
Evaluate
Decision Confidence- Curing time clarity (1 min LED)
- 1-minute gentle flash removal
- Up to 84% bio-sourced ingredients
- Step-by-step application guides
Trust
Purchase Confidence- Verified customer testimonials
- Made in France & vegan certified
- Free shipping progress indicators
- Transparent return policies
Purchase
Checkout Velocity- Sticky mobile Add-to-Bag bars
- Slide-out cart drawer with upsells
- One-click multi-currency checkout
- Shop Pay & Apple Pay support
Making Product Decisions Easier
Using the Green Flash™ and Active Care product experiences as contextual inspiration, Showmine restructured the hierarchy of information customers need before purchasing.
High-Hierarchy PDP Layout
Bulleted benefits, bio-sourced percentage badges, customer reviews, and clear volume pricing placed immediately beside imagery.
Curing & Removal Education
Clear visual icons illustrating '1 Min Under LED Lamp' and '1 Min Acetone-Free Flash Removal' remove common gel polish hesitations.
Related Starter Kits & Bundles
Contextual prompts showing compatible lamps, base coats, and top coats without overwhelming the primary product purchase.
Verified Reviews & Customer Swatches
Social proof integrated directly below the CTA showing real manicures across diverse skin tones and nail lengths.
Concern-Based Navigation & Merchandising
Manucurist provides dedicated concern-based pathways for damaged, brittle, ridged, soft, sensitive, and yellow nails. Strong information architecture helps customers self-diagnose and purchase solutions immediately.
Rescue & Force Base Coat
Active Mechanism: Keratin infusion + AHA resurfacing
Fortifies weakened nail plates after harsh acrylics or gels
Moving Customers From Need → Recommendation → Purchase
The Manucurist digital flagship incorporates guided shopping tools—such as nail diagnostics, color finders, virtual try-ons, and starter kit bundling—allowing customers to easily find the ideal shade and treatment routine.
Nail Diagnostic
Routine PrescriptionsGuides users through simple questions about nail health, recommending specific Active Care formulas and base coats.
Color Finder & Try-On
Shade MatchingEnables customers to preview lacquer shades across different skin undertones and lighting conditions before buying.
Starter Kit Configurator
Complete Gel SystemsA step-by-step kit experience combining LED lamp options, base coats, chosen colors, top coat, and removal water.
Green Addict Loyalty
Community & RetentionReward mechanics for empties recycling, repeat shade replenishment, and exclusive early access to seasonal drops.
Green Flash™ Starter Kit Configurations
Pro Starter Kit
Slim 24W or 36W LED LampBase Coat + Top Coat + Chosen Color + Gentle Remover + 5 Removal Clips
Custom Duo Set
Optional Lamp Add-on2 Customizable Colors + Sunshine Top Coat + Natural Base
Nail Care Routine Kit
Zero Lamp RequiredHuile Verte + Active Glow Raspberry + Rescue Base + Glass Nail File
Optimizing the Experience for Mobile Shoppers
The mobile shopping journey was treated not as a standalone responsive task, but as a primary CRO battleground. Over 70% of beauty DTC traffic arrives via smartphones through paid social ads and Instagram beauty tutorials.
Sticky Conversion Actions
Persistent bottom Add-to-Bag bars on PDPs keep the checkout trigger within reach while scrolling reviews.
Touch-Friendly Swatching
Generously sized color dots with tactile visual feedback prevent mis-taps on small smartphone screens.
Fast Drawer Cart & Upsells
Slide-out cart drawer with dynamic free-shipping progress indicators and 1-tap accessory additions.
Mobile Bottom-Sheet Filters
Frictionless drawer filters for quick shade, finish, and price sorting without page refreshes.
The 5-Step Shopping & Conversion Flow
Click any step to inspect how Showmine optimized customer progression from initial discovery to completed checkout.
Discover
Find the right product, collection, concern, or category.
Shoppers land via campaigns, search, or social into an intuitive navigation hierarchy. A visual mega-menu segments offerings into LED Gel Polish, Regular Green Polish, Active Care, Treatments, and Concern-Based Navigation, immediately orienting both novices and brand enthusiasts.
Visual Showcase & Storefront Craft
Explore high-resolution screenshots and architectural touchpoints from the live Manucurist digital commerce build.
Live Manucurist storefront featuring countdown announcement bars, localized EU currency selector, brand navigation, category carousels, and high-impact hero campaign merchandising.
E-Commerce Technology Stack
A clean, battle-tested technology architecture built for stability, marketing agility, and conversion velocity.
Shopify
E-Commerce PlatformGlobal commerce engine managing multi-currency checkouts, inventory tracking, taxes, and customer accounts.
Shopify Liquid
Theme Development & CustomizationServer-side templating language powering reusable sections, dynamic schema blocks, and fast page generation.
HTML5 & Modern CSS
Frontend ImplementationSemantic responsive markup and tailored styling adhering to Parisian luxury aesthetic standards.
Vanilla JavaScript
Interactive FunctionalityLightweight client-side scripts powering bundle builders, interactive swatching, and dynamic drawer carts.
CRO Optimization
Conversion-Focused UXContinuous touchpoint optimization spanning navigation, PDP benefit hierarchy, and mobile purchase flow.
Custom Shopify Solutions
Tailored ArchitectureBespoke functionality created to support starter kit bundles, concern categorization, and promotional events.
Factual Milestones & Architectural Deliverables
Showmine delivered sustainable storefront improvements without relying on fragile code hacks. Measurable factual deliverables achieved across the project:
Flexible Liquid Storefront
Modular reusable sections empowering internal marketing teams to deploy updates without developer bottlenecks.
Custom Functionality
Tailored bundle configurations and shade selectors engineered around Manucurist's unique routine offerings.
Improved Product Discovery
Multi-layered navigation allowing shoppers to browse by concern, category, or finish seamlessly.
Conversion-Focused PDPs
Optimized information hierarchy putting reviews, curing time specs, and bio-sourced proof front and center.
Better Merchandising
Dynamic homepage collection carousels and promotional countdown components synchronized across the site.
Improved Customer Journey
Streamlined 5-stage funnel minimizing friction from color exploration to completed order.
Bespoke Solutions
Engineered custom storefront logic wherever off-the-shelf theme components were insufficient.
Stronger Mobile Shopping
Touch-optimized navigation, sticky conversion buttons, and rapid sliding cart drawers for mobile buyers.
Scalable Architecture
Maintainable Liquid codebase capable of supporting ongoing international storefront expansions.
Foundation for Ongoing CRO
Clean modular foundation ready for structured A/B testing and experimentation.
Ready to elevate your Shopify storefront with custom engineering and CRO?
Showmine partners with ambitious beauty and lifestyle brands to engineer bespoke Shopify Liquid experiences, streamline customer decision-making, and unlock sustained conversion growth.
