SkinCeuticals
A sensorial scientific skincare experience
As the Creative Director on this monumental endeavor, I led the transformation of SkinCeuticals into a premium, science-driven skincare brand that redefines the digital experience. At the core of this project was the complete rebuild of the website—enhancing performance, reducing transactional friction, and delivering state-of-the-art visuals and interactions designed to captivate on every page. We established a new design system that seamlessly integrated into L'Oreal Paris global management system, developed SEO-led content, ensured ADA compliance, and introduced three essential tools that elevate the user experience. Grounded in the concept of a sensorial journey, the site allows users to see, feel, learn, and go 'skin deep' through immersive education.
Collaboration was key: I worked closely with strategic partners to align business goals, develop customer personas, and map out comprehensive DTC journeys. Every decision was tested for success—from creative concepts to usability—with thousands of minutes of testing across five countries. Beyond overseeing the digital overhaul, I was hands-on in UI design, workshops, and the development of new brand storytelling. I also directed photoshoots and video productions to ensure every element of the rebrand reflected the precision and authority that define SkinCeuticals.
Beyond a pretty face
Beyond the rebrand and global site redesign, I led the creation of essential tools and programs that positioned SkinCeuticals as the leader in premium skincare. Under the unified 'Skin Concierge' sub-brand, we introduced a suite of online services where users can schedule one-on-one consultations with qualified doctors and professionals. We also launched the science-backed Regimen Finder, a personalized tool that builds comprehensive day-and-night routines while educating users along the way. Finally, we developed SkinCeuticals Rewards, the brand's first-ever loyalty program, offering points that unlock exclusive products, treatments, and events—creating a transparent, enticing system that strengthens relationships with our most dedicated customers.
Made to be found + rank
We re-strategized site content to prioritize SEO-driven educational resources, highlight physician partnerships, and showcase exclusive online services and tools—ensuring the brand's authority and expertise are front and center.
Gave 'em what they want
When it comes to the IHOP experience, customization is what people loved in restaurant. With hundreds of ways to serve up what our diners liked, we UX the hell out of all the possibilities with UI as intuitive as ordering up in-person.
Outcome:
1. Reduce order frustration with successful
implementation of extensive customizations— matching restaurant experience.
2. Expedited repeat ordering for seamless transactions.
3. Gave every IHOP diner a reason to return with a memorable yet functional loyalty program.
+58%
Site conversion rate
+122%
PDP conversion rate
-23%
Bounce rate
Creative partnership
Beyond my role as Creative Director, I collaborated closely with the SkinCeuticals team—from the CMO and marketing leads to scientists and doctors driving innovation. I supported selling ideas and securing investments through impactful storytelling, including TED Talk-style presentations at the Paris Louvre and medical symposiums. Acting as a true business partner, I helped the brand effectively communicate its vision and drive results.
Guidance from start to finish with a dossier that ensures all markets activate the future of SkinCeuticals in cohesion.
Tested + Proven
We conducted three rounds of usability and creative concept testing with over 500 participants across five countries. With more than 1,200 minutes of moderated testing logged, we gathered invaluable insights to optimize performance, accessibility, and user experience—ensuring the final product delivers at the highest standard for all audiences.