Cover FX Website Redesign

Cover FX is a well-known complexion brand in the beauty industry. This redesigned website was a key part of the larger rebrand when the brand was acquired by AS Beauty. I led the digital brand and site redesign for this new story, along with my team of Creative Art Directors, Digital Designers, Retouchers, and Copywriters!

Cover FX was ready for a reintroduction! The fan-favorite brand was coming back and the aim was to come back in a big way. The brand stepped back and wanted to reexamine it's mission of skin-safe beauty for all - from packaging to digital the brand looked at everything for it's relaunch.

To see my work to create the Digital Rebranding for Cover FX, head over here to check that out!

Cover FX has a huge following and was an Ulta-favorite brand for many years. It was known for it's high-quality complexion products, but it's brand identity did not speak to high-performance or high-quality. It's site experience did not support easy shopping or product finding.

Improving the shopping experience for complexion products was priority number one. The goal was to create a bold but approachable digital identity for the brand while making it easy to find your perfect shade for it's high-quality foundations.

The site was completely reimagined with brand new site hierarchy, layouts, imagery, digital elements, product pages, and more - complete with a diverse set of models and a focus on showing real skin!

We first took learnings and data from consumer marketing research, as well as other brands under the AS Beauty umbrella, when beginning the site redesign. We knew this customer was drawn to the high-performance and solution-based elements of the brand, which we translated into the design. Our focus was to showcase larger imagery to highlight real and diverse skin types in model imagery, editorial videos, and clean and clear product photography.

As always, priority was always given to mobile designs to ensure a clean, clear experience on smaller screens. Using CTA’s that pop off the page, large imagery, as well as swipeable modules to showcase our products kept this page concise and focused on a straightfoward shopping experience.

Cover FX transitioned from a retail model to a strictly D2C brand, which amplified one of the biggest challenges in building a Product Detail Page (PDP) for a beauty brand: How to find your perfect foundation shade on a computer screen. I wanted to ensure this customer found the process seamless and simple.

By incorporating large variant squares, a clear filtering system, quick links to a shade finding quiz and chat service, as well as education pop-ups on undertones and previous shade equivalents, we provided numerous resources to help.

I designed every variant to have a unique experience on the page when you click through, giving each variant its own carousel or images highlighting complete looks, before and afters, model charts, and more. Below the fold, I designed several modules to assist in shade finding, product performance, and usage education. These enhanced content zones offer a satisfying deep dive for the customer!

PDP images were curated to be unique per variant selection. As customers select a shade, multiple images can help confirm a successful shade match and/or prompt the customer to choose another. Along with textures, I included full model lineup charts, tone-specific charts, before and afters, product benefits, and lifestyle imagery to aid in the buying decision.

I included this filter on the left hand side of the PLP to ensure customers can rapidly find exactly what they're looking for. Our research data suggested this customer was very makeup savvy, so we wanted to help them target their desired product quickly. I also included a functionality to sort by skin concerns, so customers could pinpoint specific problem areas.

This PLP was designed to be shoppable from the get-go. Customers are able to select a shade and add to bag straight from here if they choose!