// CETAPHIL
CATEGORY - WEB DESIGN
SOFTWARE - XD
A cohesive visual identity was developed for Cetaphil's CRM channels to align with the brand’s rebranding. The initiative also focused on implementing CRM best practices to enhance engagement and performance, with designs tailored to prioritize personalization, segmentation, and strategic audience targeting.
A mix of campaigns, ad hoc initiatives, promotional activities, and site optimizations were executed with this holistic approach. This was crucial in driving significant improvements in key metrics, including higher engagement rates, increased conversions, and stronger brand loyalty.
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Developed in collaboration with the Mike Shaffer (Creative Director, Copy).
CETAPHIL BRAND REFRESH
Integrated Cetaphil's refreshed brand identity across CRM channels. The new style leveraged close-up imagery, product outlines, and graphic treatments to enhance brand recognition. Email and website channels were also optimized by streamlining templates that enhanced operational efficiency. Other refinements included reducing copy for quicker readability, incorporating personalization, and reformatting modules to create shorter, more engaging emails—all designed to improve the user experience and build better connections with consumers.
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INFLUENCER-DRIVEN EMAILS
Testing the effectiveness of emails to determine if featuring influencer-driven content drives higher engagement among the Gen Z demographic, focusing on metrics like open rates, click-through rates, and overall interaction.
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MYSKIN CUSTOMIZED SKINCARE
Developed a landing page, opt-in form and a results email with dynamic modules to deliver personalized, curated product recommendations tailored to consumers based on their AI Skin Analysis evaluation results.
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SUBSCRIPTION FORM OPTIMIZATION
Designed an improved, streamlined onboarding experience for new subscribers to boost lead generation and capture more valuable consumer insights during the signup process. A test between a full and progressive form was also conducted.
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