Mock up #1: This mockup has many strengths. First, the color scheme is calm and pleasing, with the green connecting to the company's environmental ties. The fonts are also simple and easy to read. The main image also connects to the environment with the sunflower. The navigation was chosen because the main things users will want is information about the products, how to buy them, and information about protecting the environment. The sidebar with "news" and "sale" were chosen to be placed on the main page because they are important elements the company wants to present to the consumers.
As far as the negatives of this mockup: I may encorporate another color from the sunflower image and there also isn't a "cart" or "check-out" link which may only be included on sub-pages.
Mock up #2: Originally, I was going for a "world" theme but too much of this mockup will not work. For starters, the only navigation is on the bottom and the two sections "products" and "protect" are the only information provided to the user. There also needs to be a beauty shot or images of makeup on the home page to establish the company as a cosmetics company. I was going for something different in the layout but this doesn't work.
I do like having the mission statement on the homepage because it connects immediately to the user and establishes the company.
Mock up #3: I really like the simplicity of this final mockup. This would connect to the users because it is not overly fussy and busy but plain and straight to the point. It looks professional, but the images give it an urban edge which would connect to the young audience.
The black and white color scheme with few accent colors is edgy and professional. The logo is also more hip than the one in the first mockup. Again, having the news and sale sections on the front page will encourage users to dwelve deeper into the site. Having sale information up front will promote users to purchase products.
The one thing that should be remedied about this mockup is the lack of an environmental connection. An image or the use of green could help to accomplish this.