Your personal skin expert|Kiehl’s
When you browse a skincare brand’s website, what do you want it to look like? Professional? Simple? Luxurious? Would you buy or abandon a product because of its website?
Let’s explore the website Kiehl’s today!
If you don’t know Kiehl’s yet
Founded in 1851, Kiehl’s is a skincare brand that has been committed to providing customers with precise and naturally derived skin care solutions for years, in collaboration with the world’s leading skincare experts and combined with cutting-edge technology. The brand is devoted to developing gentle, effective, and paraben-free skincare products.
You can find “everything” you want
When you open the website of Kiehl’s, whether, on a computer or mobile, you’ll find “everything” you need. Kiehl’s is committed to optimizing the user experience and the ease of use of its web pages, and to providing a clear, user-oriented website interaction flow and an at-a-glance structure of information based on its own business.
Specifically, At the top of the page, the latest discounts and offers are highlighted in a blue color that stands out from the overall black and white color palette, allowing users to understand the brand’s recent activities and keeping them engaged quickly and clearly.
I, like most users, often struggle to switch between countries and regions on the web. However, Kiehl’s has made the site’s guidelines simple by placing the region switch function button next to the brand logo along with customer service making the function easy to find.
Also, the website optimized the pop-up offers in the bottom left corner and the AI customer service in the bottom right corner. Customers can quickly find what they need most in shopping — “deals” and “help” — which makes web browsing and the shopping experience unchallenging.
Further, the site is embedded with anchor points for a quick return to the top of the page, enhancing the ease of use of the site with a focus on customer experience.
Just like its brand personality, simple and natural
The website of Kiehl’s is a collage of elements that bring together brand-related elements on the landing page to present a simple and approachable visual experience. Opening the page is like opening a skin specialist’s notebook to visualize the core ingredients of the product. From an aesthetic point of view, it conveys the brand personality of “natural” and “scientific”. The design language of black and white is the main color to convey the professional attitude of the brand.
Products are categorized in different dimensions, and under the skincare category they are not only traditionally divided, but also offer customers the option of “shop by skin concern” and “shop by skin type”. This makes the search easy and allows customers to access the products they want through different dimensions.
Bold Actions
Kiehl’s also strives to connect with users through multiple channels and deliver quality content to engage the audience.
A blog section has been launched to provide users with quick and expert knowledge of skin and solutions as a personal skin expert. Also, Kiehl’s has created a community on the site to enhance the interactive experience of users, which attracts more new “eyes”.
It can be more attractive
Simplicity is likely to mean boredom, and the site will thus consume the customer’s attention. Customers can easily find the information they want on the site, Is that enough? Definitely not.
There is no doubt that they can do better in terms of visual design and innovation. In detail, brands should follow a visual hierarchy to make the information easier to capture. Presenting the UI in a more aesthetic and visually appealing way will increase the time users spend on the page to convert them into end consumers.
