Thirty-four percent of French shoppers cite lack of information about a product or service as a key frustration in online shopping, and personal care brands in France are addressing those concerns with heavy content investment. Seventy-five percent of brand sites feature videos (compared to 60% in the US), and 86% of brand sites provide scientific and educational information.

 

However, L2’s Digital IQ Index: Personal Care France finds that most brands fail to integrate information with purchasing steps to create a seamless shopping experience. For example, despite overwhelming investment in video, only 20% of brands have integrated them in their product pages. And while three in five sites have interactive tools, only 31% lead to product recommendations.

 

Overall, French personal care sites lag behind their U.S. counterparts in leading consumers to a purchase point. Just 28% of French personal care brand sites link to e-tailers vs. 81% in the US.

personal-care-france-eu-and-us-sites-with-dtc-or-links-to-e-tailers
A few exceptions to the rule: Oral-B provides educational information on more than seven dental topics, and an always present Amazon buy button provides a non-disruptive e-commerce option. Skincare brand Mixa links to several retailers, including Amazon and Monoprix.

 

L2 emails keep you up to date on how brands are leveraging digital to grow their businesses.
Join Our EMail List