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Are you (accidentally) diluting your sales?
Flo State exists to explore the balance of beauty, psych + performance in online stores.
Laura Robinson
March 27, 2025
I review 20+ websites a week…some paid and some purely for research because you already know that’s how I get my kicks.
There’s 1 major thing that makes an online store live rent-free in my head.
It’s something that big brands are too risk-averse to compete on but it is your super power.
Your brand’s personality
Making your cynical customer’s FEEL something will take you from ‘bland product store ‘to ‘take my cash’.
Whether you’re a warm and fuzzy brand, nerdy on the data or loud and proud: fuse it across your whole store.
Not just the About bit.
I outline this as part of my GET CONVERSIONS FLOWING offer
An actionable walkthrough of your store to spot the money-making optimisation opportunities.
See where your sales could get to this year for just £649 (My agency used to charge triple this)
An almost guaranteed ROI if you take the actions
Reply to book yours in and make a high-converting website a priority this year.
In the meantime, here’s some personality-led inspo…
THE BOUJIE ONE
Penhaligon’s
Why I bloody love it
From a psychology standpoint, it has pattern breakers - different sized product imagery to attract the eye
Plus this copy is just fab.
THE FOUNDER FOCUS
Ceremonia
Why I bloody love it
Latina Founder creating a clean hair care brand rooted in Latinx heritage. They’re practicing what they preach
The Spanish copy throughout is a gorge too
THE COMMUNITY ONE
Lemonade Dolls
Why I bloody love it
Community is at the heart of this beaut underwear brand and it’s clear throughout:
A variety of models and people shots. The human touch
Considered values illustrated here
A clear understanding of their customer pain points - underwire can be an absolute skin pincher!
ON MY RADAR
Illicit Blo
The F1 aesthetic!?
It’s not something I thought I’d be typing but sports luxe truly is everywhere
Why they stand out: Nostalgia meets sports luxe
What you can learn: The craving for timeless classics isn’t going anywhere. Have fun with your next campaign instead of leading with the product
You’re doing an amazing job!
If you’d like a website deep dive for your brand: reply to book one in as part of your April spring clean.
Laura
P.s Which brands are you having a spring fling with rn?
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