Web Site Brand Experience 2010: Skin Care Brands

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.