The Brief: Batiste, a leading dry shampoo brand known for its expansive product range, was launching two innovative SKUs: "Sweat Activated" and "Touch Activated" dry shampoos. They needed engaging e-commerce content that not only highlighted the unique features of these new products but also maintained a cohesive look with their existing storefront pages and website PDPs. The challenge was to create striking graphics that stood out while seamlessly coexisting in Batiste's extensive product lineup. The project involved developing all graphics, including 10-12 above-the-fold images, several below-the-fold assets, and website PDPs for each SKU.
 

Our approach centered on developing dynamic graphics emphasizing the technology behind these innovative products while maintaining the brand's signature vibrant and fun aesthetic. As Design Director (ACD), I aimed to strike a balance between showcasing the advanced product features and keeping the visuals approachable and lively.

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To drive conversion, we crafted a clear narrative for the consumer to click through. Each visual element told a story, guiding potential buyers through real-life scenarios where the products shine: such as refreshing hair post-gym or maintaining a just-washed look throughout a their day.

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By combining relatable lifestyle imagery with graphics that highlighted the products' scent notes and key benefits, we made sure the value proposition was immediately understood. This approach not only captured attention but also reinforced why these products were must-haves, encouraging users to click and convert.

Role: Creative Direction & guidance

Categories: Concept Development | Creative Direction | Design Strategy | Storytelling | Graphic Development |
E-commerce Content Strategy

 

Design Director (ACD):
Angela Renai Comer

Senior Designer: Rachel Szegedy
 

Agency: Olberding Brand Family embedded within Church & Dwight's internal agency