U.S.-Based
E-Commerce
The Modern
Gentlemen
Client
The Modern Gentlemen
Industry
E-commerce
Scope
Website redesign
Service
UX/UI & Development
01.Overview
The Modern Gentlemen is a luxury men’s skincare brand whose platform redefines grooming by simplifying routines and delivering premium results.
The brand provides effortless skincare solutions that enhance confidence and elevate daily self-care, simplifying men’s skincare by automating routines and tracking personalized grooming needs.
SoftDoes redesigned the website end to end: research, goal setting, user-focused design, development, testing, and optimization.
Luxury skincare for the modern man
High-performance, premium products designed to hydrate, protect, and rejuvenate, giving men the confidence that comes with healthy, youthful skin.
02.Client background
The Modern Gentlemen sells premium skincare for men, from a replenishing rosehip cleanser and pH balancing moisturizer to a smoothing retinol serum and its best-selling Daily Essentials box. The brand has been featured in Men’s Health, GQ, and Men’s Journal.
Its typical customer is motivated by efficiency (83%) and wants to streamline his skincare routine, while personalized tools keep him engaged (78%). His main frustrations are the lack of personalized skincare recommendations and generic product suggestions that fail to hold his attention.
03.Challenge & solution
User discussions and research uncovered the key obstacles men face in achieving effective skincare, along with fragmented user data as the main problem.
The research highlighted several pain points:
45% struggle with selecting the right products due to limited skincare knowledge.
30% lack knowledge about suitable products for their skin type.
15% miss intuitive skincare guidance tools, and 10% find it hard to track progress.
The average user spends around 10 hours a week manually researching and testing products.
60% of users struggle with scattered insights and inconsistent tracking of their needs.
SoftDoes drove innovation with actionable strategies, building a unified, mobile-first experience around customer behavior.
Key elements of the solution included:
A unified platform that consolidates skin type, concerns, and purchase history for tailored recommendations.
An AI-based engine that suggests personalized products and reduces decision fatigue.
A skin quiz that builds a personalized routine and unlocks 25% off all products.
A clear, minimalist design and site structure that intuitively lead the customer to purchase.
A tiered bonus system (Bronze, Silver, Gold, Platinum) with Prestige Points, perks, and VIP rewards.
A seamless mobile checkout with a money-back guarantee, hassle-free returns, and secure payments builds brand trust and increases conversion rates.
04.Results
The redesigned website boosted customer experience, engagement, and sales:
30% increase in conversions
25% boost in customer retention
92% of purchases made via mobile
Long-term loyalty and repeat business
Personalized skincare routine through a skin quiz
AI-powered product recommendations
Unified customer data and progress tracking
Four-tier Prestige Points bonus system
Easy reordering options
Secure checkout and hassle-free returns
Responsive design for desktop and mobile
Premium gold-and-black brand identity
Effortless shopping with phone
Modern gentlemen choose convenience: they shop skincare easily on mobile, anytime, anywhere.
