THE PROBLEM
How does a new skin/haircare brand stand out in the crowded market
THE GOALS
- Visually distinguish a new skincare brand from its competitors
RESEARCH
- Most skincare brands lean on the same UX model: a brief questionnaire tells the customer what products are most appropriate for their needs.
- The market is oversaturated. In fact, beauty industry veteran Katherine Power is hoping to collect many of these brands into a global conglomerate.
- Practically every claim has been made in the attempt to sell these products: from user-tested scientific formulations to the most obscure tribal secrets
- Information-overload has led to a desire for fewer choices in this sector. New brands like Lesse and Merit Beauty are on the rise.
PROPOSED SOLUTION & DESIGN RATIONALE
Given that the market is oversaturated, the UX focuses on providing a streamlined experience that:
- Prioritized product showcase over brand story
- Created a minimalist interface with little text and objects (products) that appear to be floating toward the user
