Role: Manager of Digital Content, Lancôme (L'Oréal Luxe) Project type: Content strategy, UX, and layout for a major new product launch Scope: Amazon PDP, below-the-fold content across the full Absolue Longevity MD line.

Absolue Longevity MD was one of Lancôme's biggest launches, a new three-product skincare system (Anticipate, Intercept, Reset) built around a dermatologist-validated, age-segmented approach to biological aging, and fronted by a campaign starring Demi Moore. Above-the-fold PDP content covers the hero shot and headline claim, but on Amazon, below-the-fold is where a shopper actually decides to buy: it has to explain the science, justify the price point, and, for a four-SKU system like this one, help the right shopper self-select into the right product for their age bracket. I owned the content strategy, UX, and layout for that entire section across all three products.

Absolue Longevity MD was one of Lancôme's biggest launches, a new skincare system built around a dermatologist-validated, age-segmented approach to biological aging, and fronted by a campaign starring Demi Moore. The line spans three tiers, Anticipate, Intercept, and Reset, each mapped to a different age bracket, across five total SKUs: Anticipate Cream, Intercept Cream, Intercept Serum, Reset Cream, and Reset Serum. Above-the-fold PDP content covers the hero shot and headline claim, but on Amazon, below-the-fold is where a shopper actually decides to buy: it has to explain the science, justify the price point, and, across a system with an uneven mix of formats per tier, help the right shopper self-select into the right product for their age bracket without assuming every tier offers the same choices. I owned the content strategy, UX, and layout for that entire section across the full line.

This wasn't a single-product PDP, it was a system spanning three age-based tiers (Anticipate for pre-visible aging signs, Intercept for signs as they appear, Reset for signs already visible), but with an uneven format lineup, Anticipate only came in a cream, while Intercept and Reset each offered both a cream and a serum, all needing to sit under one cohesive brand story without confusing the shopper about which tier, or which available format, was right for them. On top of that, this launch carried real internal weight: it was a flagship campaign with a major celebrity face, dermatologist-validation claims that needed to be communicated credibly, and a premium price point that below-the-fold content had to justify on its own, since Amazon shoppers frequently make the decision without ever leaving the PDP.

Content strategy: Defined what belonged below the fold and in what order, translating the brand's three-tier system into a shopper-facing decision path rather than three disconnected product blocks.

UX and layout: Designed the structure a shopper moves through, from the "which one is right for me" age-based sorting moment, into product-specific claims and formula detail, so the system's logic reads clearly even to someone who has never seen the campaign.

Cross-product consistency: Built a shared visual and content system that let all three products feel like one premium line while still making their individual differences (age range, claim, "before/as/after" positioning) immediately scannable.

Execution across the full line: Delivered this content and layout across all three SKUs, not just the flagship product, so every entry point into the line got a consistent, complete PDP experience.

The core design problem was self-selection. A shopper landing on any one of the three products needed to immediately understand two things: that this is part of a three-product system, and which of the three is actually right for them, without that decision feeling complicated or like a hard sell into a bigger purchase.

That shaped a few specific choices:

Age-first sorting logic: Leading with the age bracket and the "before / as / after" framing as the primary way to differentiate the three products, since that's the fastest, lowest-effort way for a shopper to self-identify.

Consistent visual language across SKUs: Using the same photography style, claim structure, and layout pattern for all three products so switching between them on Amazon feels like navigating one system, not three separate listings.

Credibility content placement: Sequencing the dermatologist-validation and efficacy claims where they'd land right after a shopper had already identified their product match, reinforcing the decision rather than front-loading proof before the shopper even knows which product applies to them.

Legibility under claim density: Clinical and efficacy claims for a launch like this come with a lot of required legal and dermatological copy, and the challenge was fitting all of it in without the page turning into a wall of text that buries the product. That meant making real design decisions about hierarchy, breaking claims into scannable chunks, sizing and weighting text so the most important proof points read first, and using layout and white space to keep the product visually dominant even on sections carrying the densest copy.

Campaign integration: Working the campaign's premium positioning into the below-the-fold experience in a way that supported the price point without relying on the celebrity face alone to carry the sell.

The result was a complete below-the-fold PDP experience across all three Absolue Longevity MD products that let shoppers self-sort by age and skin concern, understand the dermatologist-backed claims behind each product, and see all three as one cohesive system rather than isolated listings, on one of Lancôme's most visible launches of the year.