Client: Revlon

Role: Strategist, Creative Director

Responsibilities: Research, Strategy, Creative Direction, UX-UI Design

Type: B2C E-Commerce Website, Consumer Products

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Context

For millions of women, makeup is a powerful form of self-expression, shaping identities, sparking attitudes, and providing pleasure. It's more than merchandise; it's a cultural instrument and a creative outlet.

Challenge

Revlon’s demographic, passionate about fashion magazines and beauty blogs, seeks to understand and emulate the latest trends and be encouraged to experiment. However, the previous website, focused almost exclusively on selling merchandise, was seen as unengaging and irrelevant, lacking inspiring content and personality despite featuring celebrity spokeswomen.

Revlon's website sales were declining, causing the company to lose market share to more contemporary and influential beauty brands. To reclaim its position in the cosmetics market, Revlon needed a revamped online experience that would captivate and engage modern consumers.

Solution

In a fiercely competitive industry, Revlon.com needed to be more than a catalogue. It needed to be a resource for knowledge and inspiration, creating moments of influence that connected consumers’ interests with its products and building stronger brand relationships. It needed to be relevant.

My team conducted comprehensive user research, including competitive and market analysis, and interviews with Revlon and non-Revlon customers, as well as social media beauty influencers. I developed a strategy encompassing a product vision, guiding principles, and recommendations for creating engaging seasonal content, along with a publication timeline for the new website. Based on this strategy, my team redesigned the website, introducing a new organizing principle and information architecture to effectively manage the extensive product catalog of over 180 items. Revlon handled the development process.

Results

The redesigned website offered a scalable, template-based framework for continual evolution. It incorporated new features and functionality, such as "try it now" — the ability to virtually try on a shade. Through compelling imagery, editorials, and on-trend style tips, it also affirmed Revlon’s relevance and expressed a confident, singular point of view reminiscent of its peak as America’s premier cosmetics line.

Post-launch, time spent per visit increased significantly, and the bounce rate dropped by 40% compared to the previous website in its last six months.