Skin Stories campaign
REFY
This project involved collaborating with a peer from the Fashion Communication course to target Gen X women for REFY. I crafted a website with tools to help them find suitable REFY products, including tutorials and a "Skin Stories" section featuring firsthand accounts of product experiences.
During our collaboration, I took charge of the campaign concept and had full creative control over the website design, aligning it with REFY's style. My partner provided specific content such as makeup products, Skin Stories, and quiz questions, for inclusion.
Overview
The campaign’s key purpose is to move the conversation forward and break against stereotypes around Gen X women and their representation in the beauty industry.
To show that the existing REFY products can be used to enhance older skin too. We encouraged people to talk about their skin stories and what they feel about their looks.
Objective
The REFY Awareness campaign objective is to break down the sterotypes of ageing and empower Gen X women to love and embrace their naturally ageing skin.
Instead of launching a new product.. this campaign intends to diversify REFY's current customer demographic & reach a brand new target audience. This not only encourages & entrusts the Gen X community to shop Refy's existing products but also gives them the opportunity to enhance their individual skin journey too.
Project scope
My role:
As a UX designer, I crafted the website to complement my partner's campaign concept and fulfilled the outlined brief given to me.
Tools:
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Miro
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Figma
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Adobe Photoshop
Methods & Skills:​
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Idea generation
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Competitor research and analysis
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Userflows
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Wireframes
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Interactive Prototypes
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Usability testing
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communication/ collaboration
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visual designing
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Engaging in imaginative design exploration and innovative problem-solving
Wireframing
Miro research board
Problem
The REFY Awareness campaign challenges age-associated stereotypes and empowers Gen X women to embrace their natural aging.
Constraints
Opting for a collaborative final year project.. It posed challenges in coordinating schedules and aligning creative visions. However, I saw it as a chance to simulate real-world industry dynamics where collaboration is common. Despite having full autonomy as a UX designer, I ensured the design adhered to REFY's brand values while incorporating my partner's input creatively.
To manage conflicting schedules and other commitments.. we held regular meetings to collaborate on different aspects of the campaign. These sessions allowed for mutual feedback on content requirements which included: informational paragraphs, product showcases and the central feature of the campaign: the Skin Stories. Balancing the need for comprehensive information with efficient design, I ensured that the website maintained the essence of the REFY brand in its layout and presentation.
Process
To better understand why this campaign is important and potentially deterrent's Gen X users when trying out new makeup brands. We conducted a focus group, industry interviews and a user test of the current REFY website. We both gathered & shared information before I began researching into potential website features that would target these issues.
Industry Interview
focus group
Our research found that 2 out of 5 people seek beauty advice from their daughters, aligning with REFY's demographic. A Gen X beauty influencer stressed the importance of authentic representation in pro-aging campaigns, citing successful examples like 'Susie Who,' 'Evolve,' 'Delilah,' 'Studio10,' and 'Mantle.'
Through this process, I learned the importance of representing the Gen X demographic and ensuring their inclusion. Consequently, we integrated images of older women, alongside our own photos into the campaign.
Competitor research
Through constructing thorough competitor research within the beauty industry. I have gained invaluable insights that have shaped my overall website design. Inspired by different beauty brands, I developed tutorials and makeup hacks tailored to a new audience. I also identified a chance to improve user engagement with a personalised quiz helping users find suitable products.
Video walkthrough