Neutrogena: The Bar

• Neutrogena: The Bar •

Neutrogena’s New Destination for all Things Beauty, The Bar.

Creating a Content Hub to Educate & Elevate Beauty.

The project goals were simple, create an engaging and informational destination for Neutrogena customers and prospective consumers that increased their time on site and overall brand user engagement via content strategy and design providing a personalized experience.

This was achieved by developing an entirely new branded skin health & beauty content destination, that highlights recent product innovations, provides rich educational resources and elevates the science behind the ever-evolving world of beauty. We branded, designed, named and provided content curation guidance for The Bar, as an editorial hub that not only connected with users but elevated the Neutrogena brand.

Deep dive into current areas for optimization, content goals, and potential content types through client workshops to arrive at a five year Content Strategy to address all current and future needs.
Brand, Customer & Content Immersion
Competitive Audit
Best In Class
Mobile Conversion A/B Testing
Accessibility
Analytics & SEO Assessment
Future Features Roadmap
Taking an exhausting look at the crowded beauty landscape of brands with similar values and personalities to Neutrogena, we dived into how and why they connect with their customers to develop key learnings that informed human-centric design and an elegant user experience for this new content hub.
Full Brand Look & Feel Design
User Journeys and Ghost Shopping
Live, On-site Wireframing
Collaborative HP, CLP and CP Workshops
Native Commerce Integration
UGC / Influencer Content
Personalization Quiz Design
Custom Glossary Artwork
Content Playbook Creation and Client Training
Following a successful design and development which far surpassed the client’s expectations, provided ongoing Creative Direction and Innovation consulting for three years on new brand initiatives and integrations.

Award Winning Design

The Bar won Silver and Gold awards for Best Visual Appeal, Website Features & Design and User Experience.

Expansive Editorial

Sometimes you want a story to get to the point already, which meant designing editorial content that informed and helped readers discover new products and information in a seamlessly integrated way.

Beauty-first Design

Prioritizing interaction within the site experience, multiple modules were designed to provide step by step tutorials, video how-to’s and shop the look. Always looking to be mobile-first, each of these scalable experiences work seamlessly across all devices, for the beauty pro on the go.

Relevant Routines

Step-by-step routine instructions are interspersed amongst article content enriching the experience.

Personalized Recommendations

Deep data insights and quiz engines break up traditional media to create a focused experience for each user that follows them through the site with more tailored content.

Making Ingredients Easy to Understand

With concern over ingredient efficacy, animal testing, potency and just what the heck Hyaluronic Acid is… it was an import part of The Bar to include an easy to navigate and understand Ingredients Glossary, which could also be incorporated into site pages, stories and PDP’s to further educate what really goes into great skin.

Custom Brand Illustrations

A large part of designing a distinctive look & feel for The Bar was bringing on an amazing illustrator to help visualize hard to understand ingredients like Helioplex, Moringa, Kiwi Yeast, Salicylic Acid and more… Working with the incredibly talented Ewelina Dymek we worked through tough visual representations of ‘black heads’, and executed a gorgeous set of art.