How emotional design doubles conversion – and makes trust visible
Many online shops in the beauty and wellness industry fail to realize their true sales potential – not because the product is inadequate , but because the emotional coding of the brand is lacking. Customers don't buy active ingredients – they buy meaning. And this doesn't arise on a rational level, but rather in the limbic system – the center of emotional decision-making [1][2].
Limbic® Design: Why you don’t design for everyone – but for a motivational system
According to Häusel (2009), the neuropsychological Limbic® model differentiates between three dominant emotion systems [3][4]:
| Emotional system | Core orientation | Typical target group motives |
|---|---|---|
| balance | Security, trust, naturalness | Sensitive skin, sustainability, gentleness |
| stimulant | Curiosity, experience, self-development | Trend care, new textures, self-care |
| Dominance | Control, status, effectiveness | Anti-aging, performance, effective power |
A successful shop specifically activates the appropriate emotional system – not through mere phrases, but through design, language, color and imagery.[5]
Not every buyer is looking for the same experience .
Especially in the beauty and wellness segment, several contrasting psychological target patterns often come together – with significant effects on conversion:[6]
👥 Psychological target groups in beauty commerce
| type | Limbic focus | Effective communication in the shop |
|---|---|---|
| Hedonist | Stimulant (curiosity, enjoyment, experience) | Eye-catching visuals, creative names, sensual language: “Treat yourself to the glow” |
| Adventurer | Stimulation + Dominance (discovery, risk, status) | Limited editions, exclusive launches, bold claims: “Dare to rediscover yourself” |
| Performer | Dominance (performance, success, control) | Evidence of effectiveness, clear benefits, power design: “Maximum anti-aging power” |
| Disciplined | Dominance + Balance (order, control, security) | Clear structures, medical tests, objective presentation: “Dermatologically tested” |
| Traditionalist | Balance (trust, security, stability) | Calm colors, quality seal, familiar approach: “Care you can trust” |
| Harmonizer | Balance + Stimulation (closeness, community, joy) | Warm imagery, community elements, soft claims: “For you & your loved ones” |
| Open | Stimulation (curiosity, open-mindedness) | Trendy textures, experience boxes, storytelling: “Discover the new routine” |
Why this is important:
The same product—for example, a facial serum—is perceived completely differently depending on the customer type. One asks, "How does it feel?" Another asks, "Is it safe and tested?"
👉 Shops that do not differentiate their emotional target groups are wasting conversion power.
👉 Those who optimize limbic systems lead customers from emotional trust to action – measurable and scalable.
🎯 Limbic® in practice: What makes Nø Cosmetics different – and better
Nø Cosmetics ( shop ) is considered a prime example of limbic shop and brand design in the mid-sized business sector. The brand deliberately avoids traditional advertising images with models and instead relies on an emotional blend of balance (trust, clean beauty, drugstore placement) , stimulation (Instagram content, self-care, playful language), and dominance (effectiveness, status through rapid growth).
Limbic® profile from Nø Cosmetics
| system | Design & Codes | Effect on conversion |
|---|---|---|
| Balance (trust, security) | Clean white web design, no-list, drugstore presence, Trusted Shops | Lowers purchase barriers, creates everyday security |
| Stimulant (curiosity, experience) | Pastel accents, playful language, memes, community dialogue | Activates curiosity & fun, promotes impulse purchases |
| Dominance (effectiveness, status) | Claim “really effective” , dermatologically tested, growth & presence | Legitimation for repeat purchases, performance promise |
Psychological target groups according to Limbic® by Nø Cosmetics
| type | Address by Nø Cosmetics |
|---|---|
| Hedonist (fun, experience) | Humorous language, colorful accents, self-care storytelling |
| Adventurer (Curiosity) | New textures, limited drops, creator campaigns |
| Traditionalist (trust) | Drugstore distribution, quality seal, no-go list |
| Disciplined (order, control) | Clean web design, ingredient tables |
| Performer ( Effectiveness) | Claim “really effective”, strong market presence |
| Harmonizer (nearby) | Community integration, creator dialogue |
| Open (lifestyle, freedom) | Trendy communication, Instagram-first |
Performance according to Nø Cosmetics’ public benchmarks
-
Sales: approx. €50 million (2024), without investors – profitable growth [10]
-
Team & Distribution: approx. 58 employees, products in over 6,000 stores (dm, Rossmann, Austria/Switzerland) [11]
-
Traffic: around 328,000 visits/month , average visit time of 1:18 minutes [12]
-
Social Media: over 145,000 followers on Instagram, strong reach among the young target group [13]
You can find more impressions directly in the Nø Cosmetics Shop
Conversion rates in beauty e-commerce
The conversion rate (the percentage of visitors who become buyers) remains a key metric for the success of online shops. The beauty and cosmetics industry demonstrates that emotional marketing is particularly effective here – as this sector is one of the most convertible in e-commerce. Current benchmarks in the health/beauty sector average around 3.3% conversion rate (compared to approximately 2–3% across all industries). [14][15]
4 immediate approaches for your shop
1. Emotionalize CTAs – matching the emotional system:
A generic "Buy now" won't convince any balance type. But:
🧘 “Care you trust” (Balance)
✨ “Your daily glow moment” (stimulant)
2. Use color strategically:
Color is not just a design feature, but a limbic code.
🔸 Stimulant: bright tones like pink, copper, strong contrasts
🔸 Balance: natural, soft tones such as sage, sand, rosé
3. Emotionalize imagery:
Showing products is standard. Showing emotions is conversion.
👁️ Skin contact, real care rituals, familiar everyday situations = activation of mirror neurons
4. Keep your tone consistent:
Consistency in language and rhythm creates confidence. A consistent brand voice increases trust and can increase sales by up to a third.
Conclusion: Conversion is not a function – it is a consequence of emotional clarity
The most successful shops in the beauty segment don't sell through product features, but through an emotional identity . Those who dare to consistently design with a limbic focus not only differentiate themselves visually but also gain measurable sales, trust, and customer loyalty.
Book a micro-audit now : Let us analyze your shop for emotional conversion potential
Sources & further reading
- Häusel, H.-G. (2011): Die wissenschaftliche Fundierung des Limbic® Ansatzes
- Das Konsumverhalten Kauflustiger | bpb.de
- Hans-Georg Häusel – Brain View: Warum Kunden kaufen (2009, Haufe Verlag)
- Häusel, H.-G. – Limbic® Modell – Grundlagen
- Harvard Business Review
- Conversion Alliance – Emotional Relevance & Limbic Drivers in Marketing
- Limbic Map & Types – Tools für effektives Neuromarketing (inkl. Vorlagen) | konversionskraft.de
- Brandholosphere – Limbic Map
- Empathic Design & Limbic Map
- Forbes 2024
- Gründerszene 2023
- Similarweb
- eCommerce Conversion Rate by Industry (2025 )
- Adobe (2023): Average eCommerce Conversion Rate Benchmarks
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