Luc Vincent / E-commerce & CRO
A salon haircare brand rebuilt to sell more online
An ecommerce website redesign for Luc Vincent, built around how people shop for haircare.
E-commerce design
UX architecture
Conversion
- 4.85
- customer rating
- 14,900+
- customer reviews
- 5
- hair goals
Overview
Luc Vincent
Salon haircare brand from Canada
Brand strategy, ecommerce UX, website design, conversion design
A salon range with a store built around the shopper
Luc Vincent is a Canadian salon haircare brand, developed with professional hairstylists, with nearly 15,000 customer reviews averaging 4.85 stars.
The products and the reputation were there. The old store introduced a company rather than selling a range, and shoppers had to know product names to find anything. We redesigned it around what people are trying to fix, with reviews, rewards and help placed where they decide.
01 The challenge
A good range that was hard to buy online
The range had loyal customers, but the old store made it hard to buy. Reviews existed and never appeared where anyone was choosing. Product names meant something to stylists and little to anyone else, so shoppers fell back on search, which only finds what you already know to ask for. The design had to shorten the route from landing on the site to the basket, one step at a time.
02 The idea
From a brand site to an ecommerce storefront
The old homepage introduced a company. The new one sells a range. Product is in reach on the first scroll, and a featured product shows size, price, rating and add to bag without a click. On Sans Yellow, the violet shampoo, the product page gallery moves from the bottle to the purple lather it makes, and bundles sit beside the single bottle, one choice away.
03 Proof and loyalty
Reviews where people decide, rewards to bring them back
Ratings sit beside size, price and add to bag, at the moment of decision, and each review is tied to the product that earned it. Photo reviews run in their own carousel under one plain heading, Real results from real customers. Haircare is a repeat purchase, so a rewards programme is built into the store to turn a first order into a second.
04 Colour quiz
A hair colour quiz that ends on a product
Colour care is the hardest part of the range to buy without help. Shades, toners and treatments look alike to anyone who is not a stylist. So the store asks instead of expecting people to know. The quiz takes a shopper through one question at a time and ends on a recommended product they can add to the bag straight away, the job a stylist would do in the salon.
Such a great team to work with. Creative, easy to collaborate with, and they just got what we needed. Brilliant from start to finish!
Philippe Pasquin
Chief Technical Officer, Luc Vincent
05 Navigation
An ecommerce menu that starts with the hair goal
The menu starts with what the shopper wants to fix. On a phone it opens into Hair goal, for people who know the problem but not the product, and Shop by product type, for people who already want a shampoo or a treatment. Both routes end on product pages with the price, the reviews and the add to bag button in view.
06 One voice
The salon voice, carried into the basket
The brand already spoke well. Lines like No appointment needed, and That just left the salon feeling every day, say what the range is for in a customer's own words. The store keeps that voice from the homepage to the product page and the bag, so nothing switches into catalogue language at the moment someone is deciding.
One senior team, no handovers between them
- Brand
- Identity systemPackaging and labelsArt directionPhotography direction
- Experience
- Shopper researchProduct discoveryMerchandisingConversion design
- Website
- Interface designDesign systemFront-end buildPerformance
- Care
- CMS trainingMeasurementAccessibilityPost-launch support
FAQs
Questions about haircare ecommerce design
We rebuilt the Luc Vincent online store around how people shop for haircare. That meant navigation by hair goal and by product type, product in reach on the first scroll, reviews placed where the decision happens, a colour quiz for anyone unsure, and a rewards programme built in for repeat orders.
Often the brand and photography are right, but nobody has designed the route from landing to basket. Navigation, product discovery, merchandising and reviews get treated as content rather than commercial decisions. Luc Vincent showed the classic sign: search was doing the job navigation should have done, so shoppers had to know what they wanted.
Around what the shopper is trying to fix. Luc Vincent's navigation lets people shop by hair goal and by product type, rather than by product names only insiders know. A colour quiz helps anyone unsure, ending on a recommended product, so nobody has to understand the range before they can buy from it.
At the moment of decision. Luc Vincent had reviews, but never where anyone was choosing. We tied each review to the product that earned it and put ratings beside size, price and the add to basket button, with a photo review carousel showing real results from real customers.
Haircare is a repeat purchase, and the first order is the expensive one to win. Building rewards into the store properly, rather than bolting it on later, turns that first order into a habit. That is where most of the value in a salon-grade range sits, so the programme is part of the route, not an afterthought.