Dermitage taps into interactive online trend
website to market its cosmeceutical range, tapping into the trend
for websites that involve consumers with more product details.
Reflecting the fact that personal care providers are trying to increase the effectiveness of their presence on the internet, the webpages of personal care companies are fast evolving into sophisticated tools that allow the consumer to do everything, short of touching and feeling the product. In line with this, Dermitage has enhanced its website to enable its customers to both better understand the products, and how they can be incorporated into a skin care regime designed around their specific skin care needs. "We wanted to create a place where customers can go to learn more about all of our products, research the benefits of our anti-aging ingredient complex and learn about general skincare," said Michelle Robertson, director of marketing for Dermitage. The revised website covers the complete skin care range, including the company's newly launched Eye Renewal Collection and Anti-Aging Foaming Cleanser. In line with increasing consumer awareness of product ingredients, the site also details an overview of the brand's ingredient complex, explaining how it works on the skin to increase elasticity and counteract signs of aging. "The internet is a great resource for researching cosmeceutical product combinations to match their skincare needs," added Robertson. "We want to leverage this communication channel to provide detailed ingredient formation and clinical study data explaining how and why our products work so effectively." The move follows the worldwide launch of new interactive websites for L'Oreal Paris, providing personalized beauty advice and educative information for its customers. The cosmetic giant's site is to be officially released in January 2008 and will cover all of the company's product categories - skincare, haircare, hair color, and cosmetics. The site will feature the company's tool for helping consumers make informed product choices from the L'Oreal Paris' product ranges, the "Can I Help You?' feature. The feature is interactive, asking users to answer a series of questions, the answers to which will be analysed by a computer algorithm before a suggestion is made to the user, according to the company.
