“From the #FYP to Your Makeup Bag”
Tarte acquires most of their younger audience through social media, so incorporating a shopping experience that feels natural to this demographic was key. Through our user research, we also found that shoppers like to see videos of the product being used - this makes it feel more authentic and real.
As a result, we introduced a “Currently Trending” section on the homepage. The user can watch featured videos from users and influencers, and shop the featured products directly from there.
On the PDP, we recommended for Tarte to incorporate more user generated content within their product page alongside the clean product and model shots. Since 90% of shoppers rely on reviews to make purchase decisions, we prioritized making the reviews feel as intuitive and clean as possible.