Glossier Skin Tone Ranges: Product Listing Pages
Key Outcomes:
The Challenge
Research Process
Results
Business Outcomes
125% increase in visibility and clickability of skin tone ranges
Proven success in visual skin tone ranges compared with leading cosmetic brands
Evaluative Stage | New Design
Research Questions:
How can we create an e-commerce experience that lets users confidently choose their skin tone shade online?
What’s Glossier’s brand position regarding the variety of skin tone shades?
In 2019, Glossier increased its shade ranges across three of its most popular products, which weren’t apparent to consumers/users.
Across online communities, the brand was not at the top of the minds of people looking for various shades. The product team wanted to find a solution as Glossier's offering expanded.
Data Triangulation:
Product Analytics - examine the click-through rate of existing visible shade ranges, and evaluate conversion rates from the Product Listing Pages.
Consumer Insights - assess social listening platforms to see Glossier’s brand position regarding shade ranges and past competitive benchmark surveys.
UX studies - previous Product Listing Pages analyses results.
Methodology and Sample Criteria
Unmoderated usability study of a new design about the path to select a shade range of the Skin Perfecting Tint product until purchase.
Unbranded prototype to avoid bias
30 participants between the ages of 25-45 that have purchased a product of leading beauty brands, including Glossier
Most participants felt confident they were choosing their corresponding skin tone shade.
Most participants said the variety of skin tone shades felt similar to what they have seen in other leading e-commerce beauty brands.
When asked about Glossier, the brand wasn’t synonymous with skin tone diversity, confirming what has been said in online communities.
The Product Listing Pages went from four to nine shades to increase visibility and click-through rates.
Recommending dedicated, cross-functional team efforts to tackle Glossier’s positioning regarding skin tone diversity
BEFORE
AFTER