Tweezerman
Expanding Digital Infrastructure to Support New Market Segments
Tweezerman Utilized TotalCare to Increase Conversion Rates by 40.45%.
Jasnor
Magento 2 Customization
New Category Integration
UX Enhancements
Performance Optimization
Adobe Commerce
RECOGNITION
BACKGROUND
Founded over 40 years ago, Tweezerman has built a global reputation as the premier brand in high-quality beauty tools. With a mission rooted in precision, innovation, and reliability, Tweezerman continues to set the gold standard for personal grooming across the beauty industry. Their loyal customer base and industry-leading expertise have helped them evolve from a niche beauty brand into an international benchmark for excellence.
As part of the ZWILLING Beauty Group, Tweezerman operates globally with production sites in the US, Europe, India, and China. Expanding on their commitment to quality, Tweezerman has recently entered the pet grooming space, bringing the same level of innovation and care to a new audience. Developed in collaboration with pet care experts, this new product line extends their brand promise to pet owners — delivering professional-grade tools designed for safety, comfort, and style at home.
Together, Mavenbird &
Jasnor
achieved:
Challenge
Aligning Beauty-Grade Precision with a New Digital Category
As Tweezerman prepared to expand its premium beauty tool offerings into the pet grooming space, the existing Magento framework lacked the flexibility to support the new product categories, workflows, and user journeys required. Their team needed a highly customized eCommerce experience that could maintain the brand’s high standards while introducing a new market segment under the same digital umbrella. This expansion required new templates, navigation flows, and backend logic — all without disrupting their loyal beauty consumer base.
Solution
Future-Ready Magento Customization for Category Expansion
Mavenbird partnered with Tweezerman to implement a robust Magento 2 customization that supported the brand’s entry into pet grooming tools. We created new category structures and product page templates tailored to this vertical, while maintaining a cohesive design system in line with Tweezerman’s established beauty aesthetic. Our UX enhancements included optimized navigation, segmented customer journeys, and smart filtering to ensure both beauty and pet product customers could easily discover and shop across categories.
On the technical front, performance optimization was a top priority. We fine-tuned caching and asset delivery while restructuring parts of the backend to support product scalability and future category expansions. By preserving brand consistency and improving speed, the site now offers a seamless experience that speaks to both longtime beauty customers and new pet-loving audiences.
Solution
Launching a new product category under an established global brand comes with significant technical and UX challenges, and Mavenbird met them head-on. Their team delivered a seamless Magento customization that not only preserved our brand’s high standards but also provided the flexibility we needed to scale. From backend performance tuning to user journey refinement, their work has laid a solid foundation for future innovation across both our beauty and pet categories.
Results
The Magento upgrades and custom enhancements positioned Tweezerman to confidently launch its new pet grooming line with a fully optimized digital presence. The site maintained its premium branding while enabling category diversification, helping improve cross-category engagement and increase average session duration. With a flexible backend and improved performance, Tweezerman now has the infrastructure needed to scale innovation across its expanding product portfolio.
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