L2’s Digital IQ Index: Beauty France looks at the path to purchase on 56 brand sites specific to the country. Not only do 55% of French brands provide direct to consumer e-commerce on their site, many use guided selling tools to help them with their online or offline purchases. Most of these investments are centered around interactive tools (63% of e-commerce enabled brands in the study employ them) with less concentration on filters. For example, just 9% of e-commerce enabled brand sites filter products by color.

BF-01 (1)A few brands stood out in their efforts to ease decision-making for consumers.

Avène’s sophisticated diagnostic tools identify skin type and provide recommendations that can be saved, printed and used explore specific product recommendations.

BareMinerals’ diagnostic tool provides personalized product recommendations with the option to add items to the cart directly.

Bioderma offers unrivaled product tools integrated with account functionality. It is among the 17% of brands offering social login with Facebook Connect. Saved diagnostic results allow users to build personalized profiles that show recommended products for purchase. Users that have an account can use it to save their favorite products and collect coupons that can be printed for offline purchase. To top it off, Bioderma’s loyalty program allows customers to register offline purchases to earn points towards rewards.

 

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