Estée Lauder Cos.’ Clinique activated a new Web site on June 2 featuring numerous mobile components that allow consumers to choose the right color of foundation, watch informational videos and chat with online representatives.

Created with responsive Web design, the new Clinique.com presents the most important information as soon as possible and enables the consumer to shop anywhere and at anytime, which will likely encourage more traffic.

“Our Clinique consultants, along with our consumers, are at the center of our brand,” said Ryan Brockington, executive director of global UX and product design at Clinique, New York.

“With our mobile site now offering access to our global travel retail locations and live consultant chat,” he said. “You can connect and get quick answers to a live consultant, wherever you are.”

New features
Clinique’s new mobile site begins with informational video tutorials, top-selling products and an application to receive mobile updates on the homepage.

There is a “Personalized, Just For You” section that reads, “The more you tell us, the more Clinique.com personalizes your experience. Share your skin concerns, favorite shades and more for custom-fit recommendations.”

Encouraging responses from customers builds a community between the brand and the public and will likely strengthen the content and overall brand awareness.

The “Explore It Your Way” section tells the reader there are more than 70 interactive components that simplify the process of shopping, while the “Your Info at Your Fingertips” tab shows it is possible to reference previous purchases, save consultation results, replenish favorite products and create favorite lists.

By personalizing the shopping experience for each user, consumers can find products easier and avoid the hassle of endless searching.

The “Customizable Filter Options” allow products to be streamlined according to the consumer’s personal preferences.

Customers can seek tips and expert advice from online consultants, in real time, by clicking “Help.”

Clinique uses realistic examples to show how the Web site is best used.

For example, one video begins with an iMessage conversation between friends discussing what type of makeup will go best with a bridesmaid dress. The user is then prompted to browse sets of lipstick and eye shadow.

Clinique’s try-on generator allows the user to see what the colors look like on a person.

Another video begins with an iMessage conversation between a mother and daughter, who forgot to pack sunscreen but is already on the way to the airport to catch a flight to St. Martin. The girl uses the Clinique product generator to find sunscreen for extended sun exposure and then the global wide store locator to find the closest retailer.

The global wide store locator also notifies the user about special events at a nearby Clinique store. Consumers quickly gain access to the products with these tools.

With the shade option, users drag and drop the tab to the appropriate color. Then, users navigate through a set of five additional features, such as benefit, coverage, finish form and skin type, depending on each person’s needs.

Finally, the appropriate product is generated and the consumer can add the product directly to the shopping cart. These recommendations can be saved for later reference.

A responsive Web design allows for less confusion when jumping to and from computer to smart phone, creating a more pleasant shopping experience for consumers.

Implementing multiple mobile components initiates a better relationship between the consumer and the brand by enabling her to shop on-the-go.

Consumers can also use the “Foundation Finder” by choosing from a number of shades based on skin color.

The Foundation Finder allows the consumer to find the perfect shade while the try-on tool ensures the consumer’s knowledge of the product being purchased by recreating the in-store beauty consultation.

Moving to mobile
Brands are improving in the mobile space to better appeal to consumers.

For instance, Sephora announced a partnership in the Milan location launch of a new 3D augmented reality mirror by ModiFace that simulates cosmetics on a user’s face photo-realistically in real-time, with expectations to transform how women shop for cosmetics.

The augmented reality technology, which was first debuted at the 2014 International CES in Las Vegas, expects to make color testing easier by simulating makeup products on a user’s face to show what they would look like in real-time and without having to upload a photo (see story).

In addition, Target has created a new Digital Advisory Council consisting of executives from leading companies as it ramps up efforts to create disruptive mobile experiences that bring value to customers.

While Target has been active in the mobile space for several years, the council – which includes executives from Match.com, Orbitz and Bain Capital – could help insure that top-level executives better grasp the need to invest in mobile and other digital strategies (see story).

Through personalization, mobilization and building a community among its users, Clinique creates an efficient system and pleasant experience.

“The new Clinique.com is responsive down to tablet, and mobile is utilizing a module system that syncs with a custom mobile experience,” Mr. Brockington said.

Final Take
Caitlyn Bohannon, editorial assistant on Mobile Commerce Daily, New York