Beauty Crew aims to revolutionise the way consumers interact with beauty through a community approach to editorial, referral and retail. Entering as a follower to the market, the platform established a firm foothold aggregating the reach, editorial power and brand equity of Seven’s beauty and fashion brands, amplified by a market leading mobile web experience.
Collaborators
- Trang Phan – Design
- Sam Painter – Design
- Jason Chen – Architecture
Deliverables
- Product Strategy
- User Experience
- Interface & Brand Design
Client
Pacific
Year
2017
Designing an identity all women could relate to
The product, brand and content experience is intentionally designed to elegant but age agnostic, understanding that its audience and their needs are extremely diverse. Aggregating content and as such audiences from a number of cosmetic and fashion-centric brands, the interface and tone of voice has to appeal to teens and age preventers alike.
& democratising the editorial experience
While supporting numerous content formats from articles, listicles, galleries, how-tos and videos, a central ethos of the content strategy was to engage users in conversation. The content was designed and worded to encourage dialogue within the community. The editorial experience is designed to further transcend words and pixels ‘Shoppable’ content technology.
Creating trust in the Customer Experience
Retail placements are integrated throughout various stages of the editorial experience to encourage and validate purchase decision. Knowledge exchange is actively encouraged and rewarded as part of the community via the Review Crew. Users reviews are featured to help the community understand the quality of the latest cosmetics to hit the platform.
