The work we did for Glow was twofold: it included a redesign of their e-commerce website to go along with a general rebranding and overhaul of the product offering (going from reselling other brands to just in-house sales) and the rebuild of an editorial-based blog to match the same rebrand and increase the content production capabilities. With the changes to the sales offering, it became that much more important that customers knew exactly what was available and what the benefits of the new products were. Especially in the cosmetics space, where trends and new ingredients drive such a large percentage of buyer behavior, it was critical to offer more avenues for content, from editorial to product pages to evergreen landing pages detailing the ingredients and benefits of the products. My team created a site on Shopify Plus and a blog on Wordpress that gave the brand ample opportunity to accomplish their content goals.
Audiences for Korean beauty care are fanatical about the products they use and crave as much information as they can get: research on ingredients, guides on proper use, upcoming trends from the influencers who are setting them, and anything else they could learn. Through a new e-commerce website that allowed for beautifully illustrated landing pages and detail-packed product pages, and a new blog that was flexible enough for all kinds of editorial, including video reviews, step-by-step guides, interviews, and any other value-add content the client could produce, we gave their audience exactly what they were looking for. With higher conversion rates and increased return traffic, we know they appreciated it. The client did, too.
Priorities. We never just had one or two things going on, there were always 6 or 8 pots on the stove, and more than a few cooks in the kitchen stirring them. And that’s not just this client. It happens quite a bit! But after a rocky beginning to the relationship with lots of stops-and-starts and hurry-up-and-wait depending on which person we were talking to that day, we were able to align on a single set of priorities and a monthly roadmap that reduced the number of last minute fire drills and ultimately produced better work and a better relationship. At the end of the day, ours is an industry based on deadlines and -- as much as they keep us up at night -- fire drills, but that doesn’t mean we can’t keep the tail chasing to a minimum and produce really great, strategic work. We just need to be disciplined with our priorities.
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