Being the first impression for many shoppers, the Loralette homepage was designed to convey the youthful energy and spirited style of a newly launched brand. Carefully balancing clean, modern photography that captured the brand essence with communication priorities such as sales, promos and new trends, and constantly evolving to feature unique seasonal campaigns, the homepage always maintains its signature fresh look and feel.

Thanks to a subtle background of soft blush, the on-figure photography lets each product tile gently pop against the clean white background of the PLP. Subtle details like the rounded edge of alternate color add a soft, feminine feel to compliment the clean edges of the product tiles. Full-width content blocks break up the grid to provide alternate navigation paths as well as opportunities to highlight promotions in a branded manner. Mobile friendly filter designs and typographic badging keep consistent with the modern, minimal vibe.

Inspired by high fashion and luxury clothing brands, I took a modern approach to the PDP, forgoing traditional thumbnails in favor of scrolling, full size alt-images. For select products, a deluxe PDP layout, as seen below, features product storytelling in the form of engaging content and imagery. Smart product recommendations and “Shop the Look” modules provide opportunities for cross-sell and up-sell, and a mobile-first design maintains a consistent feel across multiple device breakpoints.

Although Loralette is digital native, print media was leveraged at times to increase brand awareness, including segmented direct mail pieces, PR lookbooks and magazine advertising.