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Case Study: The Emotional Pull of Beauty Brands

We recently wrote about how beauty brands seduce you with emotional design. It was great fun to look at different beauty brands, identify emotional concepts on their websites and make assumptions on how they draw us in. To back up our findings, we invited people to participate in a test case. Now the results are in and it’s even more fun to see how they underpin our hypothesis. Feedback from about 100 participants shows that beauty brands really do appeal to our emotions – but not only to seduce us, also to build their brand and make us trust them.

For clarity, let’s quickly recall the brands that were included in the test: Nivea, Olay, Dove, L’Oréal Paris, Clinique, Garnier and Axe. We gave people the following three tasks for each website:

  • “Click on the elements that you think ‘build’ the brand.”;
  • “Click on the elements that make you trust this brand.” and
  • “Mark the elements that appeal to you and let us know how you feel about them.”

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