Content Designer
Sayn Beauty
01. challenge
A complex B2B and B2C business was having difficulty fostering the trust of beauty brands to earn their business and become their exclusive Amazon distributor.
Brands expressed confusion regarding our history and online presence as a food and beverage distributor. The aesthetic mismatch between the existing brand image and the luxury brands we were pursuing was also an obstacle.
The brand sourcing team was running into serious objections with business almost at a standstill.
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The existing e-commerce site had 1 sale in the previous 4 months
02. approach
I set out to analyze the copy and brand voice of the existing B2B and B2C websites.
I followed this with competitor research of other amazon beauty distributors like Carbon Beauty and with a market analysis of e-commerce beauty retailers like Sephora, Violet Gray, and Goop among others.
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Then, I defined the UX writing strategy and style guide. I was also involved in the creation of the new branding image collaborating with a creative agency to bring the idea to life.
03. solution
The new e-commerce site and B2B website reflected the style of the luxury brands and clientele we were pursuing.
I created a pitch deck for our brand sourcing team reflecting our new brand voice and trained our customer service agents and packaging team so that every point of contact would reflect the same voice while modifying the tone for each customer interaction.
04. impact
B2B acquisitions increased from 1 brand per quarter in Q1 of 2020 to 50 brand acquisitions from November 2020 - to April 2022. Sales have increased 10X on the new e-commerce site since its launching.
E-commerce site. Before
E-commerce site. After
B2B website. Before
B2B website - After
