A Multi-Channel Global Launch
More than 20 years ago, Doctors Katie Rodan and Kathy Fields revolutionized the world of acne treatment with the original Proactiv three-step system. Since that time, Proactiv has continued to be an iconic product, trusted by millions of women, men and teens and recognized with 28 awards and honors from the beauty and health industry.
In 2013, Drs. Rodan and Fields created the next-generation acne-treatment system, Proactiv+. Proactiv+ completely reformulated from the ground up; new brand identity, positioning & launched globally.
Creative direction responsibilities included
NEW WEBSITE DESIGN CREATIVE AND UX
Created the acquisition & retention digital experiences
Redesigned both the acquisition and retention digital experiences for Proactiv with a focus on driving efficiencies in production, maintenance and unifying customer experiences. Successfully launched first on Proactiv then rolled out across the rest of the portfolio.
A COMPLETE BUY-FLOW REDESIGN
Created a new customer experience for e-commerce
Led the creative (design, UX & UI) for a completely new purchase flow for Proactiv. Boosted results by 14% - the most ever achieved via digital e-commerce for the company at the time. Rolled out purchase flow across Meaningful Beauty and WEN Hair Care brands.
FILMED CONTENT SAMPLES
My responsibilities also included all non-broadcast related video content. This included all cut-downs of spots, original series and short form brand marketing videos.