Skinfatuation x hair heroes
A merchandised approach to skin and haircare education.
When the Ulta Beauty e-commerce team wanted to incorporate educational content into a merchandised strategy, I took on the challenge of ideating the concept. The result was Skinfatuation and Hair Heroes—two monthly content series focused on skincare and haircare, each told through a compelling narrative. I pitched the story angles, collaborated with the in-store education team, and wrote copy for mobile, site and CRM experiences. I also worked closely with a digital designer to bring the concepts to life.
Today, Skinfatuation and Hair Heroes are still prominent educational merchandising initiatives on Ulta Beauty’s digital channels.
Skinfatuation
Where education and e-commerce meet. Each installment of curated skincare products attracted an estimated 80,000+ unique visitors per month via social, CRM, organic and paid search channels.
Hair heroes
The success of Skinfatuation sparked the launch of Hair Heroes–another marriage of education and e-commerce merchandising. By featuring tips and tricks from Ulta Beauty’s high-profile salon team, Hair Heroes helped generate nearly $1 million in revenue in 2018.
Other works
