Clean Beauty, Clear UX, Called Fresh
Here you are, my third blog. Let’s talk about Fresh’s UX.
Starting from a question: What bores you when you visit a website you have never visited before?
Fancy Page? Plethora of Text? Auto-Playing Videos? Pop-Up Ads?
For me, it’s Cookies…
Fresh does well!
Fresh is a luxurious skincare brand founded in 1991 by Russian immigrants Lev Glazman and Alina Roytberg in Boston and then raised in New York.
This brand offers a pretty seamless shopping experience on its website: No intrusive ads, no waiting time, straightforward navigation to guide, everything looks perfect. One of the best things that Fresh does is to put the Cookies Settings relatively small at the bottom of the home page. This makes me feel very comfortable!
The only thing that bothered me as well was the login popup! Who knows! I understand that getting customer information for more connections is a common strategy, particularly as a marketer. However, when I browse multiple brand websites simultaneously, I always get annoyed by similar landing messages, even though mostly with discount gimmicks.
As I mentioned, Fresh’s website is good at Clear Navigation. Although there is a lot of product information, including detailed descriptions, usage instructions, key ingredients, customer reviews, and so on, it is easy to find out what the product is and effectively helps users make informed decisions.
The website has a beautiful visual design, a unified style, fresh colors, and brief text — high-quality images and videos showing the product and its texture. Also, there is a streamlined checkout experience, with clear options for payment, shipping, and applying promo codes or gift cards. From my perspective, a good website design is really helpful to increase user engagement.
If I had to say one factor that makes Fresh a poor user experience, it would be the lack of an App. Right, this brand only has its official website. Although you can buy from other e-commerce sites with Apps, like Sephora, Ultra Beauty, or Bluemercury, the truth is that they do not have their own mobile App.
By the way, I really like this lip balm, smooth and hydrated, best ever!
More Talk…
Fresh is known for its commitment to using Natural Ingredients and for offering a wide range of skincare products designed to meet various skin needs. Also, this brand is centered on the customer. The excellent point I noticed is that Fresh’s After-Sales Service is really convenient for customers, with easy returns, exchanges, and access to information about product use and benefits. They provide a great shopping experience not only before purchasing but also support a good service after buying.
