THE CLIENT'S VISION
Lira Clinical, a $50M global D2C & B2B skincare company founded by a collective of aesthetic professionals, needed a website redesign to showcase its updated brand and packaging. Additionally, Lira wanted the website's copy and content rewritten to create an online shopping experience that matched its informative and personalized in-store customer service.
CONTENT CREATION
Lira Clinical's skincare lines focus on six skin conditions, their respective solutions, and two regimen columns: AM and PM. I created a Skin Solutions & Conditions Guide, split into six categories, featuring products for morning and night, and identifying the separate skincare steps and the correct product for each step. This approach makes it easy for shoppers to purchase the products for their specific needs while decreasing the need for extensive customer service calls.
To further drive the informative online shopping experience, I added sections on the homepage that feature before and after pictures, photos of loyal customers and their skincare results, customer reviews, blog posts, and Lira's Instagram feed.
COPYWRITING
The headlines and website copy are straightforward to match the founder's personality and quickly convey information and section titles to customers, both B2B skincare professionals and D2C consumers. Successfully adhering to the concise language, I carefully chose each word and phrase, editing the finished copy multiple times.
CREATIVE DIRECTION
The site's design is clean and minimal to match Lira Clinical's packaging and skincare vision. To complement the white and gray color palette, I used hints of hues featured on the packaging and the muted teal from Lira's logo.
Products are categorized in multiple ways, allowing consumers to shop for their desired products by condition, line, or product type.
Lira Clinical's website is just as much about education as it is shopping.
PROJECT MANAGEMENT
The biggest challenge was that Lira Clinical is owned by a group of five strong, independent women who wanted to be a part of the decision-making and approval processes. I set up weekly meetings in which I presented the new designs and written content to the owners, and together we brainstormed on revisions, next steps, and new ideas. The result was a lasting friendship and professional relationship.
