Maybelline E-Commerce
No hassle, high-performance makeup-tried and tested on the streets of New York City.
CLIENT Maybelline
YEAR 2022-2024
Maybelline’s origin story begins with a spark of inspiration in 1915, when pharmacist Thomas Lyle Williams noticed his sister Mabel applying a mixture of Vaseline and coal dust to her eyelashes to darken and thicken them. He adapted this homemade concoction, creating Lash-Brow-Ine, which he later renamed Maybelline in her honor. The company then introduced Maybelline Cake Mascara, considered the first modern eye cosmetic for everyday use, in 1917.
01
Amazon Brand Store: Content Strategy, Design and Incremental Improvements
Over the course of two years, we led a comprehensive transformation of the digital storefront—guided by meaningful user insights and iterative content strategy testing.
We introduced intuitive visual navigation, restructured content into clearly defined categories and subcategories, and optimized product presentation to support informed, confident purchasing decisions. The result: a more customer-centric experience that drives engagement and conversion at every step.
02
Category Pages
Over multiple seasons, we refined the Category page structure to create a seamless, easy-to-navigate shopping experience.
Each page leads with new arrivals, followed by curated product groupings and collections—intentionally structured to enhance clarity and optimized for search discoverability.
03
Sub-category Pages
We developed new content and strategically refined the product assortment to highlight key offerings, seamlessly integrating how-to videos and informational graphics to support education, engagement, and conversion.
04
The Results:
From January 1, 2022 through December 31, 2024, performance metrics showed positive gains across all key areas.
Our mobile-first approach, thoughtful design, and continuous UX improvements—combined with Maybelline’s marketing efforts—contributed to a measurable increase in both click-through rates and sales.
Before
We began with a minimal framework and content that lacked customer connection, and transformed the Store into a best-in-class experience on Amazon—designed to inform, inspire, and convert.
