From Product To Philosophy
PREVIOUS
Before Advisory
→ Generic copywriting that makes a brand replaceable. Nothing stands out. Too many words.
→ Due to lack of distinction, sales slow down and consumers don’t decide
→ Navigation or narrative. The brand focused on the sale and the products over the story and concept
THE UPGRADE
After Advisory
→ The homepage is designed to make a memorable first impression.
→ Product collections support the brand narrative rather than competing with it.
→ Every page is designed to strengthen recognition, trust, and memorability.
→ Products are organized for a easeful decision making process. Nothing overlaps or confuses the consumer.
THE PROBLEM WAS THE BRAND WASN’T MEMORABLE. GENERIC COPY WINS NO ONE.
The upgrade, the website homepage set a memorable first impression and then products followed after making the decision making inevitable. Once a narrative is declared, consumers look for the solution to apply that narrative to their life. Products are a result of, not the base of the brand. Everything wa streamlined to make the skincare brand premium position effective and profitable.
Before, the website was too generic and lacked memorability. Consumers visited but did not decide because the brand didn’t provoke the consumer enough to make the decision inevitable. Generic copywriting wins no one. For a premium price, there must be a clear written narrative.