yves saint laurent beauty
Eliminating the barrier to entry.
The Yves Saint Laurent beauty collection is made up of vibrant shades, luxurious formulas and award-winning fragrance. As an extension of the fashion house, the beauty line tailors it’s offering to a young, female demographic with a ‘rocker-chic’ attitude. In our partnership with YSL, we were tasked with concepting and creating digital tools to enhance the ecomm experience.
the problem
Based on product reviews and usability research, we identified a common thread that first-time users felt like their YSL online foundation purchase was a complete shot in the dark.
Visuals: Product images on the foundation PDP’s were highly stylized and users weren’t able to clearly grasp the true texture of the formula.
Education: The diverse product offering and vague language made it difficult for users to distinguish what product would be right for them.
Volume: YSL is continually adding new shades to their foundation offering to be more inclusive, but users were overwhelmed by the amount of shades available.
Cost: The luxury price point gives users the perception of credibility, but we found that most women just weren’t willing to shell out $60 on a product they weren’t completely confident in. The foundation PDP’s had some of the highest traffic on the site and users were spending a significant amount of time on the page, but the conversion rate was extremely low.
role:
Experience Strategy
Design