Skincare.. What makes you buy?

An essential element of daily routine is skincare to protect, treat, and heal your skin from the environment, gravity, and age. It becomes more and more in everyone’s life. Growing health awareness, people tend to take care of themselves more and more. In recent years, ‘Self-care’ has been viral on social media, with growing desire and interest in the market. According to Globenewswire, the global skincare market is expected to reach $145.82 by 2028, with a CAGR of 5.52% from 2021. Skincare products include a cleanser, lotion, cream, serum, moisturizer that can improve and nourish your skin for various purposes: cleansing, hydrating, moisturizing, and protecting. At the same time, there is a rise in awareness of the environment. As a result, people become more environmentally friendly and sustainable. Also, the products should not test with live animals, cruelty-free.

Paula’s Choice

Over 25 years, Paula’s Choice has been a global cosmetic and skincare company based in Seattle. They sell a wide range of environmentally friendly, fragrance- and cruelty-free products made from proprietary formulas. Their products cover every concern, such as sun protection, hydration, anti-aging, uneven skin color, dark spots, and acne, available at many top retailers; Sephora, Nordstrom, and other stores and online websites. Paula’s Choice also has their own website where customers can shop directly from the brand.

The website

We cannot deny that the website impacts people’s decision to purchase. So let’s look into their website. First, I found the homepage very clean and simple in a neutral aesthetic tone with an extensive landscape video showing multi people of different races and ages, reflecting the brand identity. They appeal to me as a natural and organic brand, protecting your skin and the world, kind of vibes. But, the top section of this page contains duplicate information about shipping and membership programs. However, the category section is really organized. They divide into product, concern, type, and ingredients. So, this allows customers to look up the products by their preference.

Let’s scroll down to the center of the page. There are top-line buttons, a product showcase in the middle, and brand activities at the bottom. For the top-line buttons that show me the types of products, once clicked, we will be directed to the product page under that type, which took me quite a while to move to that page. In the middle section, there are other filter buttons; once filtered, the product carousel below will change accordingly. I started to feel like there are so many buttons for the product category. Finally, the bottom of the homepage, brand activities, provides you with other details of the brand, for example, membership, take a quiz, suggestions for a skincare routine, and company information. Also, there is a chat service for customers to talk to on both desktop and device.

The Product Page, I really like the overall of this page. Paula’s Choice works on the selling section very well, based on E-commerce practices. It is very user-friendly and easy for users to make a purchase.

Is it mobile-friendly?

I went to their website on mobile and found their appearance way better than on the desktop screen. This makes me feel that they focus on the device rather than the desktop. However, there is some touch screen sensitivity issue when I was trying to slide the product carousel, but it kept scrolling down.

What do I think?

I feel that Paula’s Choice website is very neutral earth tone with a scent of aesthetic that is very attractive for the skincare product market. The design is beautiful; however, the way they layout or link to the next page is not practical because there are many duplicate categories, and it takes quite some time for page loading. But this is different from the product page, which layout their products very well; easy and clean, user-friendly, showing the rating and reviewing. I believe that this will convince and let people process check out faster. I cannot wait to buy some products from Paula’s Choice.

Cheers!