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Gwyneth Paltrow's $29 Miracle Moisturizer, Hello! Magazine, Commerce Story
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
Related posts
What does confidence look like on a website?
For NYRA Beauty, a luxury makeup and beauty studio in SoHo, New York, it looks like a page that feels expensive before you’ve read a word of it.
A beauty studio sells a feeling. But the person booking has practical worries too: Will they match my skin tone? Can I trust these artists? Will it last all day? The design had to deliver the feeling and answer the worries.
Here’s how I approached it:
→ Set the mood first. A dark, warm palette of espresso, champagne, and gold, with soft serif headlines and editorial photography. The hero line, “More than makeup. It’s confidence,” says what the studio is really about.
→ Make the services feel like experiences. Not a price list. “Rituals of radiance, tailored to you” introduces four signature offerings: Signature Makeup, Bridal Couture, Hairstyling, and Skin & Glow Rituals.
→ Prove the details. “Luxury is in the details no one sees, but everyone feels” is backed by specifics: skin-first prep, true-tone matching across 40+ foundation shades, and an all-day lock that lasts 16 hours. The proof is what makes the premium price feel fair.
→ Introduce the people. “Hands you can trust with your face” shows each artist with their name and specialty. Nobody wants to hand their face to a stranger.
→ Let clients do the selling. A “Love Notes” section with real-sounding reviews from brides and editorial clients, then a clear booking prompt with a $50 deposit so the next step feels simple.
What I took from this one: in luxury services, the website is the first appointment. If it feels careless, no one will trust the studio with their face.
What’s the one detail that makes you trust a service business before you’ve ever visited?
#BuildingInPublic #WebDesign #UXDesign #CreativeDirection #BeautyBranding
I started The Second Shift because I know exactly what it is to find yourself mid-career and struggling to stay in the workforce.
When I met my co-founder Jenny we bonded over the frustration that so many women in our time of life feel - pushed out of the full time workforce even though we were still efficient and effective. Why weren't companies taking advantage of us by offering some flexibility? We started talking to forward-thinking companies who understood this, and built a company around this idea.
Fast forward 10+ years and more roles roles now come with some level of flexibility, which gives our members more opportunities to work with companies on longer and more complex jobs. We have also grown our elite membership to over 3500 extra ordinary women - all fully vetted so that we know they can hit the ground running on any job.
Most importantly we have been acquired by Sinecure, inc, the technology-powered talent advisory, which gives us the reach, technology and infrastructure to dramatically scale that impact.
