HARDWORKING MAKEUP THAT KEEPS UP WITH YOU

Smashbox Cosmetics carries makeup out of the studio & into realty. Founded as a LA photo studio, the product is made to work hard, all day. SBX leadership challenged the creative and e-commerce team with overhauling the flagship e-commerce website.

VISIT SITE ︎︎︎

Project Type
E-commerce Site
Digital Marketing

Client
Smashbox 

Role
Designer

Our strategic goals were to increase conversion on the site by giving our product pages a massive upgrade, bringing our brand and product storytelling to life through content and design improvements, and creating a modular design system so the new design could scale to global markets and external teams and agencies. Additionally, the Smashbox site was adopting a new backend, CMS and Estée Lauder Online white label design system.

The product pages were the center-piece of this site re-design. From a business standpoint, we wanted to lean on these pages to do the heavy lifting in terms of product storytelling, education, cross-selling and sales conversion. To achieve these goals, we designed the pages to feature the components for product benefits, product claims, key ingredients, how-tos, related products via a makeup look, and user generated content.

Smashbox had recently gone through a visual rebrand. One of the objectives of this website redesign was to introduce new typography, art direction and graphic design elements. The new direction leans heavily into Smashbox's photography studio heritage. Throughout the site, we incorporated a variety of animated and static brand cues like gaffer tape, time stamps and video glitches. We set out to give the site a clean Swiss inspired foundation with a bit of a tactile Rock n Roll feel.

To support product launches, seasonal campaigns, sales and customer retention initiatives we delivered 3-4 newsletters and 2 homepage refreshes per week. Working closely with marketing, e-commerce, sales, education and international partners, the team delivered over a thousand assets to drive sales, brand awareness and loyalty. Our goal was to design engaging creative that drove traffic and conversion on Smashbox.com.