Read this for 30-second glance friendly audit

Or you can skip that and read the detailed JUICY audit here ⬇️

The hero image (same as the cover image you see on this page) is kinda bland.

I feel it lacks the USP, perhaps something like backed by science or how foxtale is different from others such as in terms of the lab tests you do (your R&D is really respected so maybe we can highlight that)

Also because the banner is really really simple and then in contrast the first image on the storefront has a lot happening, if I talk a little in terms of psychology, I think we should at least set an expectation by having a balance.

The navigation bar is up to the mark. I also like how there are certain products that you specifically putting out there in the ‘more’ section.

For this tile, I like how you have thoughtfully put all 4 steps of a simple morning routine and it being interactive is a great add-on. The copy is good however if I had to change it, I would write - “For skin, that glows from within”

While the copy would be really simple, the essence is a little more complex thought and I think that’s the best part about it- that we would be able to say so much in so less. The idea is to tell our customers how our products target the real issue instead of simply treating the symptom.

Similarly the bodycare section under it is good too. Nothing to really change about it. However in both the skincare and bodycare tiles, the explore now button does NOT work.

If there’s no option for the button to work, then maybe the whole image can be linked to that particular category page.

New Launch and best sellers section - good. If I have to change one thing, I would change the background color from white to a much lighter shade of the product packaging so that products can STAND OUT better.

Also the New Launch section would look better if it sits on the top.

Explore Range - PLEASE CHANGE THE PICTURES.

I am sorry to say it like this but ….they look all the same and as if they are dancing. For some reason, it’s giving those AI generated product tubes on which you can put your lable.

The products don’t shine in themselves. Even though they are all different categories, they just look like 10 twins with different body colors. It’s giving the Kaurava clan from Mahabharata 😬

If I were to do the pictures, I would do some good concept based product photography. The serums can be sitting under fresh-dew leaves, while the the cleansers can take a bath in fake sea with real sand, and the sunscreens can take a sunbath by the pool.

Again for the ‘shop by benefit’ section - if the benefit is different , then why is the photo concept same?

The only photo that truly fits its benefit is the glow one.

We can try something different, something fun. For ex- the acne care picture - we can have the model with an acne and their edit a cute little dot dot and bracket - 🙂 on the acne and it can have two little stick like hands and it’s saying goodbyeeeee. Or the same acne can have a ‘duhhhh’ face looking towards our acne clearing product.

And all of this happens while our model is still smiling, so it showcases the contrast feelings of how our customer is going to be happy and the acne is going to be mad (but we don’t care about it’s feelings).

This little sweet change would not only bring some lighthearted…upliftment and give our audience that 2 seconds of smile but also this won’t deviate from the brand personality.

Similarly for anti-ageing, let’s have someone who actually looks like they are in their 40s or 50s. A 43 year old lady doesn’t need to look like she has lot of wrinkles. People can age healthy and while I understand that anti-ageing products should be started in the late 20s itself, let’s target how we are going to look when turn 40.

At 40, we don’t need to look like we are 20, as if we got botox injected. We can have absolute healthy skin, look beautiful YET look of our age.

What I am trying to get across is that if we’ve got the space to be utilised, if we are investing in resources, why not make better and wiser decisions? Even small small things matter, so why not have elements that align much more on the product level?

Also we can skip ALL of this and instead use small graphics for the benefit part. Such as for sun protection our simple graphic would look like rays coming from sun, hitting the skin and getting bounced back.

Shop by skintype - PERFECT.

Product playbook - The idea and content is good but the colors are just NOT giving foxtail. Also why are we only pushing our products throughout the whole page in just different ways and then talking about our ‘innovation’.

There should be a balance. Apart from pushing only the products, let’s also SERVE our ideologies throughout the storefront.

Us being safe, cruelty free- we can make that sit between explore range and shop by benefit section. And it doesn’t even need to be like a whole big tile. Just a slim banner with 4 different symbols and little words would be more than sufficient.

And what this page lacks..is showcase of our expertise. If we are a brand that TRULY truly cares, that makes sure the money is spent in right places, that doesn’t shy away from doing a 1000 of trials if required, that doesn’t bail out and compromise on the quality standards…WHY ARE WE NOT TALKING ABOUT IT?

Gone is the time when people would neki karo and dariya me daalo! You get it.

If we are the brand that KNOWS how to set the bar high then why are we portraying ourselves as just another brand?

Let’s talk about the chemists we work with, let’s talk about how our formulas are created, let’s talk about the no. of trials we go through, the way we get participants.

Let’s show people the real, raw side behind this gloss-finish pretty bottle.

Note- I actually wanted to record a loom video while doing this to make this an even better and interactive experience, but I got really sick, that’s why you had to read such long stuff. I hope it was worth your time.