Lac Bleu

Catalog, currency, language and payment methods are all decided by the visitor's location, and each market is served on its own terms rather than on the terms of the market the store was built in.

The storefront runs in English, French and German, which is what a Swiss house needs before it needs anything else, and prices in Swiss francs at home while presenting local terms elsewhere.

Mapping, fonts and third-party scripts resolve per region too. It is a small-sounding detail with a large effect: a page that depends on a script a visitor's network does not reach is a page that does not finish, and the visitor reads that as the brand rather than as the network.

Cellular CreamThe anchor product

CleanserStep one

Eye ComplexTargeted

Ultra Lip CareThe global product

A short, deliberate range where each product is a step in a regimen. A catalog this considered is easy to present badly, because every item looks like it could stand alone.

Edge delivery and an asset strategy tuned for network conditions in Asia, where a Western-hosted store is at its slowest.

A store that returns in a second from Zurich and in six from Shanghai is two different stores, and only one of them is the one the brand thinks it built. The measurements that matter are the ones taken from the market being sold into.

For a brand whose product is partly the experience of buying it, page weight and latency are a merchandising decision rather than a technical footnote. Art direction that never arrives is not art direction.

Checkout is segmented by region: the QR-code wallets a shopper in Asia already uses, the card and wallet options a Western shopper expects.

Payment method is not a detail at the end of the funnel. It is the step where a familiar option is worth the most, because it is the moment the customer is deciding whether this store is one that works for people like them.

Each region gets the set that is normal where it is, and none of that requires a separate storefront to maintain.

A guided routine builder asks a few questions about skin goals and returns a complete regimen rather than one item.

The range is organized around that idea already, with collections for her and for him and a set of trios that put a regimen together in one purchase. The store was built to sell the set rather than leave the customer to assemble it from a grid.

It also changes what the store is for. A catalog page invites comparison. A regimen invites a decision, and the second one is what this range was formulated to support.

Revital TrioA regimen in one purchase

Restore TrioThe alternative route

Exploration SetThe way in

Trios and exploration sets sit alongside the individual products, so the guided routine has something to resolve to and the customer leaves with a regimen rather than a single jar.