This ecommerce project within a very specialized niche in the beauty industry relies on expert recommendations and strong educational content to drive conversions. The site includes a full online store that is married to a full content site, with the two intermingling constantly. A focus on interviews with prominent stylists, musicians and entertainers will be used to drive traffic.


  • Created overall content strategy, including website content, social media, short and long-form video, and email newsletters
  • Created visual brand
  • Created website sitemap and wireframes
  • Designed, built and input products to Shopify site
  • Wrote all evergreen website content
  • Established look and feel for both product and model photography
  • Photographed all products for launch
  • Designed backdrops and created camera and lighting setup for vlogging studio
  • Created product drop strategy and calendar
  • Extensively tested sample products and created relationships with vendors in China (there are no vendors for these particular products in other countries)
  • Created three-month editorial calendar
  • Created one-month social media calendar
  • Created initial two weeks’ worth of email, website and social media content