To rejuvenate the digital essence of Into the Gloss – a pioneering beauty blog that served as the foundation of the renowned brand Glossier, I reimagined the platform’s visual identity and user experience.
Drawing inspiration from the brand’s legacy of community engagement and transparency, I sought to balance the expert interviews and everyday editorial content. To foster a stronger sense of community, and enhance the platform’s impact as a trendsetter in the beauty sphere, I seamlessly integrated user-friendly navigation and immersive design elements.
The enthusiasm is dying.
The initial demographic is losing interest and the website fails to captivate the younger generation, leading to dwindling conversions from editorial to purchase.
Foster individual exploration within a community.
Users want individual exploration and honest, unfiltered conversations about beauty, skincare and wellness with a diverse but like-minded community.
Bridging the gap between traditional structure and modern content.
Using traditional fonts and layout with a revamped navigation, as well as a flexible content template brings professionalism and authenticity to the site, and creates space for fresh, younger content making it relevant to different demographic groups.
The component-based design system is critical in considering both desktop and mobile, providing a foundation that can continue to scale across the entire ecosystem and every touchpoint.
We developed an in-depth strategy and identified six key features to support authentic personal discovery, and foster community interaction to convert website visitors into loyal customers.
