The context —

The challenge was to showcase the effectiveness of JLo’s scientifically formulated products while offering customers an intimate look into her beauty secrets.

To tackle this, we developed a comprehensive direct-to-consumer (DTC) digital strategy.

My role —

I collaborated with We Are Plus, in partnership with Guthy-Renker, to lead the visual design direction, ensuring a cohesive and compelling visual narrative across all digital platforms.

I refined the digital design system to deliver a seamless user experience, incorporating animations and strategic content to bring the brand’s vision to life on jlobeauty.com. My responsibilities included designing new modules, landing pages, product detail pages (PDPs), product listing pages (PLPs), about pages, ingredient pages, as well as templates for email marketing and social media.

Skills I brought to the table: Visual Design, Design System, Social and Email Design

Outcomes —

Our campaigns contributed to a complete inventory sell-out, not once but twice, and achieved a record-breaking $2 million in sales through Sephora.