Consumers want full disclosure on the ingredients that make up their products. With this in mind and a pledge to provide in-depth ingredient information for each product, Unilever has revamped Murad’s website. Consumers can now shop by preferred ingredient and skin concern. Educational content has also been given a boost, as shoppers can now gain a deeper insight on how each product works on the skin.
While product page ingredient lists are almost ubiquitous among brands in Gartner L2’s Digital IQ Index: Beauty UK, less than half of tracked brands take this a step further and simplify these lists. Brands that really want to make a visual impact include images of product ingredients. As visuals are a better way of communicating, greater imagery adoption can help shoppers with decision making.
At the time of analysis, Murad was among those brands without simplified ingredient lists or images. However, the brand was also one of few skin care labels to bolster product pages with on-model and before and after images—features typically ubiquitous among color cosmetic brands. These types of merchandising features aren’t widely adopted by brands, so those that do implement them create a clear point of difference from their competitors.
A site revamp is one step toward lifting Murad out of the Challenged class, but more can be done to raise its overall digital competency as it fell behind in all dimensions this year except social media. As Murad and other beauty brands look to improve conversion on their sites, it is fundamental to place relevant content and tools for decision making along the customers natural navigation path. For example, integrating content on product pages, which receive a significant proportion of views, rather than storing it in separate site sections, can be the difference between just scratching the surface and making a connection with skincare shoppers.