Anastasia Beverly Hills, a leading beauty brand renowned for its artistry-driven cosmetics and trendsetting approach, aimed to elevate its digital storytelling by seamlessly integrating video across its online experience. Facing limitations in video capacity and performance constraints, ABH required an enhanced solution to empower their creative teams without technical friction. Myntr partnered closely with ABH’s internal marketing and creative teams, delivering a modular, performance-optimized content block system built on Shopify Plus.
PROJECT TYPE: Video integration across content blocks
TIMEFRAME: March 24, 2025 Launch Date
TECH STACK: Shopify Plus
SERVICES: Backend development, performance optimization, CMS enablement
TEAM: Our team handled technical implementation, working closely with ABH’s creative and marketing teams
- Removed legacy limitations by enabling unlimited video content blocks, compared to the previous agency’s 5-block cap
- Developed a modular content block system that supports video, images, and text, all with flexible positioning per collection
- Gave the ABH team granular control at the collection level, without relying solely on metaobjects or global settings
- Enabled full CMS autonomy for marketing and creative teams to launch new content layouts independently
- Expanded storytelling capability across campaign, PDP, and editorial templates with zero performance degradation
As part of their evolving digital strategy, Anastasia Beverly Hills wanted to integrate video content across key areas of the site. But performance concerns loomed large.
They needed a solution that balanced the immersive impact of motion with the need for fast load times and smooth UX across devices.
We engineered a backend video integration system that allowed ABH’s creative team to embed video into content blocks without compromising speed, and without relying on the dev team for daily asset swaps.
KEY OBJECTIVES INCLUDED:
- Supporting multiple video use cases (tutorials, launch trailers, campaign intros)
- Ensuring all video assets were performance-optimized and lazy-loaded
- Creating CMS controls for the marketing team to manage video content with ease
We extended ABH’s custom content block system to support embedded video, using lightweight architecture and conditional logic to keep performance high.
WHAT WE DELIVERED:
- Backend logic to embed YouTube, Vimeo, or MP4 video sources in content blocks
- Lazy-loading implementation to delay video load until visible
- Admin-side controls for selecting or updating video URLs per page or section
- Responsive video scaling for both mobile and desktop views
- Testing and QA to ensure site speed metrics remained unaffected
