BEAUTY BAY, an international cult beauty retailer, was launching its first skincare range for their Gen Z audience and had a mission to extend their own brands.
Launching flexible skincare brand
WHAT I DID
- Brand identity
- UX UI
- Digital marketing
- Packaging design
- Leading the creative team
- Creative directing
ROLE
- Create lead
- Associate Creative Director
Crafting packaging design for ease of use and accessibility
We designed the packaging to ensure customers can easily understand what the products are, their functions, and how to use them.
Since BEAUTY BAY products are exclusively sold online, customers rely on retailer web pages for information. With this in mind, we focused on making key details easily accessible within the packaging itself, so users can quickly find what they need without having to go back online once they have the product at home.
Conducting user interviews
We conducted video interviews with our core users, asking them about their skincare routines, primary skin concerns, methods for identifying their skin type, and more. During these interviews, each participant demonstrated how they used their current products, while sharing what they liked and disliked about them. These insights helped me recognize the importance of placing users at the center of our design process.
Leading the digital experience for a cohesive journey
To create a seamless and engaging digital experience, I facilitated various sprints with the UX/UI, marketing, and content teams, integrating insights from user research and group interviews. I contributed to developing UX mapping and user journeys, ensuring a smooth and intuitive user flow. Additionally, I oversaw the creative direction of the web pages and app, making sure the final outcomes aligned with the brand’s overall look and feel.
