The goal of the new BeautyRx home page was to convey the message of the brand’s “science, not gimmicks” ideology. Powerful imagery was balanced with digestible facts and brand story telling. Real customer testimonials and results were an important ask, so these were worked in throughout the page. Featured product modules, links to skin resources and a social media feed rounds out the design.

Two different navigational panels were designed for the site, depending on the needs of the section. The commerce-based navigational panel features a mega menu design for multiple shopping options, with an image-based content slot to allow for specific promotions or features. The second navigation panel design features all image based content slots to assist in customer way-finding.

A stylized banner promoting the brand’s highly touted regimen builder is featured on every PLP, encouraging the user to find products specifically recommended for their skin. Responsive product tiles feature updated photography with a clean white background that switch to the product smear upon hover, both of which help to reflect the company’s science-based origin. Product ratings were included to reflect consistently strong customer satisfaction. Based on a relatively small product catalog, I decided an automatic lazy load would provide the optimal user experience.

The PDP was optimized to be clean, elegant and functional. A global product information module was designed to house extensive information in a minimal accordion style. Quotes from Dr. Schultz, real customer before and after photos, and press links all increase brand credibility. A smaller product catalog provided the opportunity for many products to have a deluxe PDP layout, as seen below, featuring further product storytelling in the form of engaging content and imagery. Smart product recommendations and “Complete Your Regimen” modules provide opportunities for cross-sell and up-sell.

The clean, linear design allows the elements to respond effortlessly at all breakpoints.

Social media plays an increasingly important role in boosting brand awareness. BeautyRx was looking to add more branding and personality to their instagram feed by creating customized story icons. I created a color palette and stylized icons that inject a bit of playfulness while remaining true to the brand.

After the website redesign, it was evident that the out-dated, unresponsive email templates needed a makeover of their own. Beginning with the high volume transactional emails, I created responsive, mobile friendly templates and banner options, using global fonts.

Although BeautyRx is digital native, print media is leveraged at times to increase brand awareness, most often in the form of targeted handbooks, as seen below.