Four-axis merchandising
Style, length, occasion, colour and texture each became a browsable collection — 3D, French, chrome, glitter, bridal, work — all resolving to the same product records rather than duplicated listings.
Press-on nail brand
SoulStruck
A beauty catalogue with 40+ ways in, and a checkout that survives all of them.
Visit soulstruck.in
- E-commerce
- Website Development
- Meta & Google Ads
- Client
- SoulStruck
- Sector
- Beauty & personal care
- Engagement
- Store build, merchandising, paid social
- Live at
- soulstruck.in
The challenge
Selling a product nobody shops by name
Press-on nails are bought on impulse and on looks. Nobody arrives searching for a SKU — they arrive knowing they want something short and chrome for a wedding next Friday, and they leave the moment a store makes them scroll a flat grid to find it.
The catalogue had to be navigable four different ways at once — by style, by length, by occasion and by colour — without splintering into four separate stores. And it had to answer the objection that kills the category on the first visit: that this is a salon job needing a UV lamp and an afternoon.
The approach
What we built
The store is organised around how the product is actually chosen, not how it is warehoused. Every design carries the metadata for all four axes, so one product feeds every route a shopper might take to it.
The objection, answered above the fold
'Apply in under 10 minutes' and 'Zero UV needed' lead the page, with the prep-press-pose sequence and the how-to-remove guide built into the product template rather than buried in a help centre.
Two editions per design
Every design ships as a Signature Edit and a Pocket Edit, letting one creative asset cover two price points and giving the bundle ladder something to climb.
A bundle ladder at the cart
Buy 2 for 10% off, 3 for 15%, 4 for 20% — surfaced on the product page, not just at checkout, so basket-building starts before the cart does.
Deliverables
Shipped
Built on
- Shopify
- Custom Liquid theme
- Meta Ads
- Google Ads
- Instagram Shopping
- Shopify storefront, custom theme
- Collection architecture across style, length, colour, texture and occasion
- Curated edits — Bride Vibe Only, Luxe AF, Soft Girl Chic, Trendy & Artistic
- Product template with application and removal guides
- Tiered bundle discounting
- Verified-buyer review surfacing and influencer wall
- Instagram feed integration
- Free-shipping threshold and 48-hour dispatch messaging
- Blog for organic search
- Meta and Google campaigns against the seasonal sale
The outcome
Where it landed
The store now carries a festive sale across the full catalogue and fronts a customer base it can quote in its own marketing — the social proof is on the page because there is enough of it to publish.
- 20,000+
- Customers served
- 48 hrs
- Dispatch window
- ₹349+
- Entry price point
- 5
- Ways to browse the catalogue
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