Telling a brand story through ecommerce
In the early days of the COVID-19 pandemic, Neutrogena identified a need to upgrade its presence on major ecommerce platforms — and specifically, to digitally replicate critical stages of the in-store customer journey to make up for lost in-store foot traffic.
I worked closely with the brand team to develop a storytelling framework that incorporated key brand content pillars to create a deeper, differentiated experience on the platform.
We not only increased online sales, but also caught the attention of Amazon, who selected our work as an example of best-in-class creative for other brands to follow.
The brand storefront unites all of Neutrogena's product platforms under the brand’s overarching benefits, while highlighting best-selling products to drive sales.
Landing pages for each product platform combine key messaging — ingredient stories, differentiating benefits, and technology claims — with clickable tiles that lead directly to individual product pages to drive purchase.
The storefront design allows users to browse and discover rather than simply search for products they already know by name.
Enhanced Page Content
I expanded on the storefront strategy to optimize individual product pages with premium content modules that incorporated brand imagery, key claims, and benefits in an engaging way.
We created enhanced content for more than 200 separate product pages in all.
I developed a brand-wide storytelling framework that combined broad platform benefits with product-specific formula claims, and optimized the user experience across mobile and desktop.
Carousel images and below-the-fold content modules created a compelling, easily digestible narrative around each product, rounding out the story with useful educational content (sun safety tips, healthy skin routines, and makeup tutorials) to provide immediate value to shoppers.
My approach enabled Neutrogena to highlight each product and product family’s unique benefits while building a cohesive overall brand story.