SmoothSkin Gold is a permanent hair removal product that is designed to break the cycle of hair growth within 12 weeks, and was launched into the highly competitive UK beauty market in 2014.
SmoothSkin came to us with a vision and mission that was very clear. They wanted to, ‘listen and engage with their customer in a flexible and responsive manner whilst being open, honest and transparent’. It was important that they challenged perceived wisdoms and bought clarity to light based therapies.
As for the website itself, the requirements were for us to create a WordPress multi-site platform with the view to release site replications for different countries and target audiences in the future. The initial launch would be heavily focussed on a single product, however, the site needed to be built ready to accommodate multiple products in the future. The final stage of the brief was for integration with both a payment gateway and for a delivery service to be built into the checkout process.
Our designers worked with SmoothSkin to create a look that was aimed at a high end luxury beauty market, as well as making it easy to use and navigate through the site. It was incredibly important to direct the user to purchase the product without making it look clinical or low budget.
Following the brief we did a lot of research into products in a similar field, including brands such as GHD. We then drew inspiration from advertisements and images in magazines like Grazia and Marie Claire, to help with the styling of the site. We also carried out competitor analysis on key competitors within the industry, as well as performing research on the ecommerce process, so that we removed any barriers that were possible for the end user. Our research really helped us create visuals which were visually engaging to the target market and most importantly, on brand and up-to-date with current web trends.
A key part of the project was that the website needed to be easily updated in the future as CRO work would be continuously carried out on the site to ensure the best experience possible for the user, and ultimately to increase sales ongoing. Bearing this in mind, our design team approached the layouts of the website in a simple manner, using essential content only, so that the website was easy to update ongoing.
Another factor involved with building an ecommerce website is making the payment process feel secure for the user. Consequently, we ensured that the payment process integrated onto the website itself by using the Smooth Skin branding. As the payment area looks and feels secure for users, it encourages users to complete the payment confidently.
"It was important that they challenged perceived wisdoms and bought clarity to light based therapies"
SmoothSkin had a clear objective of what they wanted achieve from their website. They wanted to support the sales of 10,000 units per annum as well as achieve 1,000 site visits per day, and these statistics have been reached.
What the client said:
“We have been really impressed with Spindogs. Their collaborative approach, strong creative and a clear understanding of online user experience have all contributed to making this project a success. Since the site went live we have worked with them to further optimise the customer experience and site conversion rate based on data driven insight. Their support has been fantastic and they are a really nice bunch of people to work with. We appreciate all of your input so far!”- Jon Munro, Project Manager SmoothSkin