A DTC skincare launch where the site and the email read as one brand
Skincare e-commerce has a sameness problem. Pastel palettes, soft serifs, the same dewy product macro shots. The brief here was a brand positioning itself on the clinical-tech end of skincare. The "Experience the Future of Skincare" launch needed a site and an email system that read as one experience.
I built both from a single design system: shared type and proportional logic, a color palette tuned for screen-lit phones (where most email gets opened) and desktop browsers (where most traffic converts). Site sections borrowed visual cadence from the emails. Email modules borrowed product hierarchy from the site. The customer never had to recalibrate moving between them.
Email got segmented across the full customer state. Returning customers saw a different hero than first-time visitors. Browse-abandon got a quieter single-product nudge. Post-purchase opened with the ingredient story before any cross-sell.
18% site conversion lift and an email click-through rate above 8%. Get the site and the email to feel like one brand. That's the whole job.
Skincare e-commerce has a sameness problem. Pastel palettes, soft serifs, the same dewy product macro shots. The brief here was a brand positioning itself on the clinical-tech end of skincare. The "Experience the Future of Skincare" launch needed a site and an email system that read as one experience.
I built both from a single design system: shared type and proportional logic, a color palette tuned for screen-lit phones (where most email gets opened) and desktop browsers (where most traffic converts). Site sections borrowed visual cadence from the emails. Email modules borrowed product hierarchy from the site. The customer never had to recalibrate moving between them.
Email got segmented across the full customer state. Returning customers saw a different hero than first-time visitors. Browse-abandon got a quieter single-product nudge. Post-purchase opened with the ingredient story before any cross-sell.
18% site conversion lift and an email click-through rate above 8%. Get the site and the email to feel like one brand. That's the whole job.
E-commerce Site
Email Marketing
