Since the L’Oreal acquisition of the Domain Name Makeup.com in 2009, the site has evolved from minimal traffic and organic reach to a social first influential force in the digital beauty space. As part of a new L’Oreal initiative to work with innovative digital entrepreneurs, ID won an RFP for the brand refresh and redesign of Makeup.com.
We were tasked with creating a new Brand Strategy supported with a detailed set of Brand Guidelines for the refresh. We conducted user research, from usability tests to in-store interviews, in order to develop the best information architecture and content strategy change for the site.After in-depth research and competitive analysis, ID executed a full service strategy, concept design, visual design, and responsive development process for the website.
The Design phase began with the Concept Design. Starting from the client’s well developed brand standards, two different directions were identified that would align with our design goals yet meet their existing standards. We wanted the design to be unique enough that it would appeal to a luxury market, yet comfortable enough that we would not alienate their existing customer base.