The Interest Stage: Converting Browsers into Buyers

• Creating Irresistible Product Descriptions: Glow Recipe crafts engaging product descriptions that communicate the sensory experience of their products (e.g., “lightweight, bouncy gel”) and describe how each ingredient benefits the skin. This sensory-focused language resonates with customers, encouraging them to purchase.

• High-Quality Visual Content: Tatcha is known for its luxurious packaging and visually stunning product imagery, which emphasizes its Japanese heritage. They use high-quality visuals that tell a story, building an emotional connection with the product and enhancing customers’ desire to buy.

The Desire Stage: Establishing Trust and Building Credibility

• Building Trust with Social Proof and Testimonials: Curology includes user testimonials and dermatology-backed results prominently on its website, which has been instrumental in building trust for its personalized skincare solutions. This not only validates the brand’s promises but also reassures new customers.

• Leveraging User-Generated Content (UGC): Glossier utilized UGC as the foundation of its marketing, sharing photos of real users and encouraging followers to post with branded hashtags. This peer-to-peer credibility boosted the brand’s authenticity and fueled organic growth.

The Action Stage: Streamlining the Purchase Path

• Streamlined Checkout Process: Beautycounter simplified its checkout to make it frictionless. With options like one-click payments and guest checkout, Beautycounter reduced cart abandonment, leading to higher conversions.

• Upselling and Cross-Selling Strategies: Sephora integrates personalized product recommendations based on customer browsing and purchase history to drive additional sales. This method, popular for skincare routines, subtly encourages customers to complete a routine by purchasing complementary products.