From Storytelling to Scalable Growth: How Alexia Pascon Transformed Horace into a Global Digital Brand
From Storytelling to Scalable Growth: How Alexia Pascon Transformed Horace into a Global Digital Brand
Selling skincare online is difficult. Selling skincare to men is even more difficult. Alexia Pascon viewed men’s skincare hesitation not as a limitation, but as an opportunity. She approached the challenge with a strategy that combined creativity, education, and commercial precision.
With Horace, she didn’t just establish a digital presence. She turned the website into the company’s primary driver of growth. Through focused storytelling and consistent execution, she helped turn a small men’s grooming startup into a leading digital-first cosmetics brand with international reach.
Merging Creativity with Strategy
Alexia began her career by leading digital beauty campaigns that connected with users while driving measurable results. Projects like BB Light and Mon Coloriste Privé stood out not only for their visibility but for how they resonated with real people. These campaigns delivered both brand awareness and business value.
She brought this same balance to Horace. Every campaign, landing page, and product description was designed to perform without losing the brand’s voice. For Alexia, creativity and performance were not separate functions. They were constantly developed in tandem.
Full Ownership of Digital Growth
When Alexia joined Horace, there was no digital roadmap in place. She built one from the ground up, taking full ownership of the platform. Her responsibilities covered user experience, design, development, budgeting, and daily performance tracking.
She led cross-functional teams, coordinated technical delivery, approved features, and validated user flows. Every decision aligned with one goal: to build a digital channel that worked as well for the customer as it did for the business.
By 2023, the results were clear. Horace’s website contributed more than 60 percent of the company’s total revenue, outperforming its 17 physical retail stores. The digital platform became the company’s most important commercial channel.
Addressing Customer Friction
Horace’s customer base came with unique challenges. Most were unfamiliar with skincare and didn’t know which products they needed, how to use them, or why they mattered. Without the option to test or smell products in person, many customers hesitated to make online purchases.
Alexia addressed this by focusing on customer behavior. She conducted over 60 user testing sessions, each lasting an hour. These sessions revealed where users paused, got confused, or left the site.
She then ran more than 250 A/B tests to improve everything from layout and copy to page speed and checkout. She used tools like Contentsquare and GA4 to validate each change. The conversion rate was the key performance indicator, but every decision was also considered in light of the customer experience.
Transforming the Skincare Diagnostic
Image: Horace’s Online Skincare Consultation |Horace
One of her most effective projects was the redesign of Horace’s “Find Your Routine” diagnostic. Originally intended to guide customers to the right products, the tool saw a drop-off rate of more than 60 percent.
Alexia led a complete redesign. She simplified the form, added visual progress tracking, improved mobile speed, and introduced one-click checkout. She also ensured that diagnostic results were saved to each user’s account, allowing customers to revisit their recommendations later.
The impact was immediate:
The diagnostic tool became a key part of the brand experience. It was so effective that in-store teams started using it with customers. For men new to skincare, it provided clear, personalized guidance that replaced guesswork with confidence.
Earning Loyalty from the First Visit
Alexia’s focus on retention began long before the sale. She built Horace’s platform to turn first-time buyers into repeat customers by making the experience clear and trustworthy from the start.
The results showed a strong return:
By the end of 2022, the brand had collected over 114,000 verified reviews, 93 percent of which were rated four stars or higher. In an industry where dissatisfied customers are more likely to leave reviews, this volume of positive feedback was rare. It reflected high satisfaction and strong product-market fit.
Scaling with Local Context
Once Horace had achieved strong traction in France, Alexia led the international expansion. She launched localized sites in the UK and the US. These were not simple translations. Each was adapted with country-specific payment options, shipping logic, and cultural tone.
These efforts delivered immediate impact. According to Nielsen, Horace became the top-ranking men’s beauty e-commerce site in key international markets. The expansion validated that Horace’s success was replicable outside its home base, as long as the experience remained tailored and relevant.
Industry Recognition and Influence
Alexia’s results brought recognition from peers and industry leaders. She was invited to speak at CX Circle, where she joined executives from major companies to share insights on digital performance. Her focus remained consistent: building platforms that solve real problems for real people.
Image: Alexia Pascon |Linkedin
She highlighted the importance of pairing data with qualitative insight. Her approach stood out for its combination of experimentation, empathy, and strategic clarity.
A Practical Model for Growth
Alexia Pascon’s work at Horace was not based on shortcuts or speculation. It was built on consistent research, daily performance tracking, and customer feedback. She understood that selling skincare online, particularly to an audience unfamiliar with the category, required guidance, clarity, and patience.
She built systems that simplified decision-making. She prioritized education and trust. She created a digital environment where new users felt supported and returning customers felt understood.
Her work offers a valuable example for brands navigating complex categories. Focus on what customers need to feel confident and secure. Build systems that meet them where they are. Then let the experience deliver the growth.
To learn more about Alexia’s work or connect directly, visit herLinkedIn profile.
About the Author
Noah Cheung is a writer and digital strategy editor based in New York. He covers innovation in e-commerce, marketing, and consumer technology, with a focus on the people behind fast-growing brands. His work explores how storytelling, data, and product design intersect to shape modern business.