CONNECTING PRODUCT
TO COMMUNITIES
It helped me realize my desire to spend more time storytelling and working with real people. This also encouraged me to think outside the box and find new ways to bring information across in an authentic way. The expanded responsibilities meant leading a team of designers and freelancers which sparked the desire in me to strive for leadership. I wanted to understand what motivated people to get out of bed and come to work with enthusiasm and contribute to the brand mission.
BRINGING A FASHION AESTHETIC TO
A PROVEN SKINCARE BRAND WAS AN OPPORTUNITY BUT ALSO A CHALLENGE.
the challenge
Coming back to the skincare industry allowed me to bring a fresh perspective to familiar territory. Bringing a fashion aesthetic to a proven skincare brand was an opportunity but also a challenge. After tremendous success with big retail partnerships the focus and investment was fully on digital, starting with a redesign of the website with updated content for a new platform.
A NEW OPPORTUNITY TO FOCUS ON COLLABORATIONS TO INCREASE CREATIVITY AND PRODUCTIVITY.
the Opportunity
A new site meant a high volume of content was needed and leading designers and freelancers through the challenge provided a new opportunity to focus on collaborations to increase creativity and productivity. With a large audience to cater to, the objective was to shoot content in an efficient and affordable way allowing more time for creativity and a focus on AB testing to tighten up messaging across all platforms.
MODEL + PRODUCT
PHOTOGRAPHY
The product photography was kept to minimal propping and sunlit lighting to allow for the products to be the hero and the lightness and effectiveness of the products to shine through.
It was important for us to establish quick and easy production for these shoots to allow for consistency and upkeep for the large amounts of promotions and content we were updating on a regular basis.
HAVING TEMPLATES IN PLACE ENABLED A TEST AND LEARN ENVIRONMENT TO FURTHER OPTIMIZE THE SITE AND EMAIL STRATEGIES
the results
The new website became a home for robust content driven by science, ingredients and efficacy. Before and afters became the primary driver for a sense of belief in the product and its success. Having templates in place enabled a test and learn environment to further optimize the site and email strategies.
