Beauty & Wellness: NATURISIMO

Creative Direction

20 Feb

Role Head of Creative
Year 2023 - 2024
Collaborators Erin Bateman
Client Naturisimo

Brief
Implement a comprehensive and innovative creative strategy that ensures Naturisimo consistently stands out as the leading e-commerce platform for beauty and wellness products in the competitive online market.

Goals

Build a visual TOV for the category re-design strategy, focusing on content and web design.
Define and implement time-efficient briefing and workflow management tools and introduce a design system framework for in-house design team.
Optimize design strategies using UX principles to enhance the customer journey from discovery to checkout across web, CRM, and paid media.

The Context

Naturisimo is an e-commerce platform dedicated to clean beauty. Similarly to many beauty, wellness and nutrition retailers, it offers a thoughtfully curated range of brands but it’s unique selling point (USP) is that the brands must adhere to a stringent ingredient policy to ensure you are making a clean, conscious and sustainable choice for your body and the planet.

Since conception, the company has developed a loyal customer base of environmentally aware consumers but has since reached a point of stagnation in its growth.

The e-commerce platform, stockist model inherently limited brand identity, as it relied heavily on external brand imagery that did not effectively capitalise on the product proposition or stock imagery, diluting the brand.

The Problem

Focus on customer acquisition, leverage insights gathered from research and customer behaviour patterns. Capitalise on a key opportunity to deepen our understanding of the factors that influence customers' transitions into clean beauty.

The Solution

Research & Anaylsis
Through comprehensive performance-driven analysis, we can identify a significant gap in our knowledge regarding the motivations behind our customers' clean beauty journeys. Our existing loyal customer base largely consists of conscious consumers; however, the data revealed that new customers were predominantly acquired during pivotal life transitions experienced by women. Understanding these life phases will allow us to tailor our marketing strategies more effectively.

Pain Points & Blocks
The lack of clarity on the specific life events that trigger interest in clean beauty products, hampers our ability to target potential customers effectively. Our existing marketing and creative strategies don’t address the needs and motivations of new customers during these critical life stages.

The Priorities

Marketing Plan: Identify opportunities within our paid media strategies and CRM flows to enhance customer acquisition and retention.
Product Proposition: Evaluate how we can leverage our unique selling proposition (USP) to design curated kits and boxes tailored to specific life stages.
Site Structure: Assess the site map for areas missing opportunities to engage with life stages. Where can we educate our customers on how clean beauty products can align with their life stage and curate conversion rate optimised (CRO) landing pages and PLPs.
Asset Library: Determine how we can produce our own imagery to visually support the category redesign, moving away from current reliance on branded and stock photography while maintaining a positive impact on our return on investment (ROI).