Overview
A platform migration is the perfect time for a refreshed design and strategy. Laura Mercier wanted to infuse brand storytelling, education, and technology into a new site that appealed to a broader demographic. The new aesthetic effortlessly blends the edginess of New York with the sophistication of Paris, combining youthful design elements with the timelessness Laura’s signature Flawless Face technique that has transformed the beauty industry for decades.
Client
Laura Mercier
Industry
Cosmetics
Service
Brand Strategy
Content Strategy
UX / UI Design
Agency
Elva
Classic Elegance with Youthful Appeal
A focus on “Flawless Face” products throughout the site paired with linework and curvature that mirrors the architecture of the Laura Mercier flagship stores continues to engage Laura Mercier loyalists. Highlighting lipstick and blush products with bold swatches and rich product imagery add additional moments of color throughout the design to attract a younger audience.
Shade Matching Simplified
Shopping for cosmetics digitally presents many challenges for customers. A UX strategy that leverages innovative shade matching and virtual product try-on tools integrated at key points in the shopping journey relieves barriers to purchase and increases customer satisfaction and retention. The addition of the Mercier Muses loyalty program further incentivizes repeat purchases through UI elements that encourage point earnings and redemption.
A Flawless Routine
Deliberate moments for product and brand storytelling inspires customers to discover the perfect assortment of products for their unique beauty regimen. Trustworthy educational content from Laura’s Pro Makeup Artists in written tutorial and livestream video formats offer consumable content formats for everyone where product narratives and benefits, brand history, and industry expertise can coexist.
