With e-commerce making online shopping increasingly convenient, beauty brands that want to sell directly to consumers must add value to their site offerings. L2 research pinpoints several key ways to do this:

Make search and navigation more efficient: Beauty brands can utilize stackable product filtering to make the search process more efficient and personal for consumers. A problem-and-solution structure allows brands to integrate products that address each customer’s beauty concerns. Diagnostic tools can be used to filter out the best products for different needs.

Be transparent: When collecting personal information from customers, websites should specify how they intend to use this data and who will have access to it. Additionally, consumers expect to receive benefits in return for sharing information; websites must clearly state the incentives. L2’s Digital IQ Index: Beauty finds that L’Oreal incentivizes data capture through special offers for completing diagnostic quizzes.

Beauty brand sites

Optimize for mobile: Sophisticated mobile sites have become table stakes for beauty brands. In addition to offering a clear path to purchase, beauty brands should feature creative and mobile-specific functions to attract consumers. Many female beauty shoppers use their mobile phones as in-store sales assistants to gather additional information about products and investigate prices and color choices. Taking advantage of that trend, forward-thinking beauty brands are experimenting with Augmented Reality (AR) to help increase purchases. This technology is most powerful when used to allow shoppers to “sample” products digitally.

Highlight reviews: 88% of consumers trust reviews as much as personal recommendations. Beauty brands can increase the value of reviews by adding highlights that feature a certain review or specific phrase. Filtering can also help narrow in on the most relevant reviews that pertain to a customer’s needs.

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