Moisturizing, Smell, Quality | L’Occitane
Our group focus on skincare and cosmetics, and I chose one of the competitors “L’Occitane en Provence”. I chose it not only because I was familiar with it, but also because it did quite well in skincare especially hand and body moisturizing. I have been using its products for years. I really like the smell and texture of its moisturizing products.
L’Occitane means “the women from Occitania”, which refers to a place at ancient southern France. This brand was created in 1976 and has been performed well for decades.
In order to examine the UX (user experience) of L’Occitane, I went through its official website thoroughly.
At the first glance at its website, I felt impressed in terms of the bright yellow color and clear categories. L’Occitane uses yellow as its main color representing its brand personality which includes surprise and energy. This color also catches people’s eyes. Before clicking on anything, there was a pop-up window saying free shipping of $25+ purchase after signing up for email and text message. It’s a way of promoting sales and connect with customers.
From my perspective, the website is useful in directing customers to find what they want as well as selling other products. On the home page, it shows some recently popular products or new product lines. For example, the limited edition of the “gold treatment”. Also, there’s a 2-min skin care quiz that entertains customers and helps them to find out skin types. There’re also body and hand care, hand soap, and online exclusive products.
The website is also useful in clear categories and direction. The categories include: gifts, offers, best sellers, new, skincare, hand care, body & bath, fragrances, hair care, men, and collection. Consumers who know what they need can easily find out appropriate products and save their time. In each category, there’re sub-categories of clear-cut products. For instance, under the “gift”, you can select for “for her or for him”, your budget, and gift idea. Also, for the skincare, you can select for “your skin concerns” and “product types”. For the collection category, you can select among different scents.
For the purpose of creating the website: increase sales, enhance consumers’ likeness, and form relationships with customers. The website was user-centered because it’s neat and convenient. I felt good while surfing on its website since the website designs cared for customers in terms of product choices and customer service. About the design and creativity, I don’t think it’s quite creative and interesting. The website is organized and traditional, like most other websites. There’re few videos or interactions appearing on the its website.
Towards the aesthetics, L’Occitane’s website is ordinary. I like its products design, including the glass bottles which make me believe in good quality and the label design which is nice-looking. However, the website aesthetics is just so-so.
About the responsive design, I think it does well in fitting the size of desktop website and the mobile web-page. The design and structure of a website is crucial since it determines how customers view it and whether or not they are willing to purchase. L’Occitane makes appropriate changes for mobile web-page.
Furthermore, about the content of its website, it’s not interesting but it’s convincing for purchase, especially for regular customers like me. New customers may also be attracted by its various product and website design. In addition, I don’t know the exact conversion rate of L’Occitane. However, I think it is not much higher than other skincare brands. Except regular customers or consumers who have heard of its fame, I don’t believe the website alone can boost huge sales.
AI technology is not well-utilized for L’Occitane. For customer service, there’re several selections including order, delivery, refunds and exchange, payment, and BOPS (buy online pickup in store). Contact information includes email and phone call.
Finally, I think L’Occitane has fascinating personality of “prestige and trust”. It has long-lasting history and popular products. It also has trustworthy fame and well-done quality. Even if this brand is the competitor what we chose, it’s necessary to compare and contrast them, knowing where the competitors do well.
