About

Moxielash is a beauty brand that has revolutionized false eyelash application. The beauty brand’s innovative magnetic-eyeliner technology allows its customer to apply false eyelashes in seconds, in contrast to conventional eyelash glue application—which takes much more time, skill and effort.

The Bust Down

Challenge

The product was revolutionary. The landing page wasn't. Users landed, saw products, and left — because they didn't yet understand why Moxielash was different from every other lash brand on the shelf. The data told us the real story was in the how, not the what.

Approach

This was achieved by first getting an acute understanding of the stakeholder’s goals, gathering insights of the existing sales page’s engagement, and performing a series of deep analyses of the target market.

Results

Constructed a repeatable system — to prevent reinventing the wheel with every shoot
Crafted an aspirational signature look
Redesigned website with rebranded elements

Brand
Strategy

Moxielash’s top beauty contributor, Instagram influencer, and makeup artist, Bianca Alcazar, was the inspiration for art directing the looks that we built. The signature look was named “Classy”, after one of Moxielash’s best-selling products. The colors, hues and tone of this look is alluring, sensual, feminine and subtly powerful. Those visual characteristics helped to define the color palette, plus look and feel.

Brand Language

Originally, the editorial photography and videography didn’t have very much direction. To help the creative team achieve a high-toned, consistently irresistible style, while staying on brand, we constructed a documented process, which included a standardized creative brief and copy deck capturing the art direction for all in-house generated content.

Website
Redesign

Our focus landed on introducing the MoxieLash brand and MoxieLash method to the core audience with simple, digestible information intended to inspire users to purchase the MoxieLash Starter Kit. Since the product team was used to jumping right into wire-framing, we introduced priority guides. This approach got everyone on board with how we would reach our goals and set a clear content hierarchy.

Re-examining the data quickly showed us that our user needed more than products to convert her into a customer. Data informed three identified buckets to prioritize content: on-boarding, learning how to use the product, and browsing other customers’ product experiences.