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	January 21, 2010 Web Site Brand Experience 2010: Skin Care Brands Forrester Applies Its Web Site Brand Experience Review Methodology To Five Top Sites by Ron Rogowski with Harley Manning, Adele Sage, Mary Beth Kemp, Rachel Zinser

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Executive Summary

The multibillion-dollar skin care industry features some of the most recognized brand names in the US, like Dove, L'Oreal Paris, Neutrogena, NIVEA, and Olay. But how good is the brand experience offered by major skin care brands' Web sites? To find out, we graded the sites of five top brands on how well they communicate their Brand Image and deliver value to consumers (Brand Action). Only Dove and Olay passed our Brand Image tests, and no site passed our Brand Action tests. To make their brands shine online, skin care manufacturers should connect articles and educational content to product information, use typography that balances brand and usability, and smooth out transitions to online sales.

TABLE OF CONTENTS

• How Good Is The Brand Experience On Skin Care Sites In 2010?
• Skin Care Sites Offer Disappointing Brand Experiences

RECOMMENDATIONS

• Make Sites Shine Inside And Out
• Supplemental Material
• Related Research Documents

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