Content-led Design

Increase consumer engagement and deliver revenue growth

The Challenge

In advance of their global launch, High Beauty faced several messaging and presentation hurdles that needed to be solved in order to maximize broader social appeal and acceptance. “Does this contain Marijuana?” “Will it get me high?” “Why include cannabis in a beauty product?” These are just a few of the common questions High Beauty routinely had to answer from interested, yet skeptical potential customers.

High Beauty’s previous ecommerce site delivered a muddled message and an unpolished brand presentation. In this growing yet still legally complicated category, the site design, educational pages and imagery prevented a more main-stream acceptance and engagement. It also reinforced potentially negative social and legal biases regarding the product ingredients preventing the first time or causal buyer from sampling the product.

Before

The Solution

CONTENT STRATEGY WEB DESIGN PHOTOGRAPHY CUSTOM DEVELOPMENT ANALYTICS

Ripen designed a solution that refined High Beauty's product presentation strategy to convey a beautiful brand experience that educated consumers on the benefits of the ingredients and removed cannabis stereotypes, and then implemented an optimized, frictionless shopping and buying experience.

After

Ripen devised a new strategy to refine the messaging behind the science to highlight the amazing breakthroughs High Beauty was bringing to the beauty space, and to proactively address consumers' most common questions and concerns.

Additionally, we showcased the beauty of the product and packaging and conveyed the benefits directly on the landing pages through beautiful clean photography and clean, elegant web navigation.

For both landing page and product pages the product, ingredient and the potential benefits became the focus.

The Results

The result was an optimized branded ecommerce experience driven by beautiful, engaging visuals and content, that presents the product and the brand in a highly approachable and benefit-rich way -- all leading to significant growth of High Beauty's business.

133%

Increase in ecommerce revenue

125%

Increase in conversion rate

21%

Increase in average order value

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