Brand: SkinCeuticals
Redesign the SkinCeuticals Product Detail Page (PDP) to elevate the digital skincare shopping experience through elegant, engaging, and science-driven design. Simultaneously, lead the art direction for a multi-channel content production campaign used across web, email, and social media.
Creative Challenge #1
Crafting an Inclusive & Aspirational Visual Aesthetic
Reflect SkinCeuticals’ scientific research on diverse skin tones while maintaining brand cohesion.My Role:
- Directed casting to align with SkinCeuticals’ clinical studies across the Fitzpatrick skin tone scale, ensuring authentic representation.
- Supported the Creative Director in photoshoot production, focusing on diversity, natural skin texture, and refined, minimal styling to echo the brand’s scientific roots.
- Oversaw post-production and visual consistency across all touchpoints — from PDP imagery to social cutdowns.
Creative Challenge #2
Translating Science Into Visual Language
Make complex scientific product information more accessible and emotionally resonant for users.My Approach:
- Led the art direction and design for the new PDP visual system.
- Developed a clear typographic hierarchy and incorporated infographic-style elements to increase clarity, convey product function, and communicate both authority and elegance.
- Designed emphasis on key ingredients and clinical benefits, allowing users to intuitively understand the scientific efficacy behind each product.
- Built modular layouts to guide the user through product education in a way that feels both approachable and elevated.