Olaplex Bond-Building Hair Care
digital experience consultant | product designStrategic Digital Refresh to Support Business Growth and Brand Evolution
As Olaplex approached its 10-year milestone, the brand sought to evolve its visual identity and digital presence to meet the expectations of today’s beauty consumer. I was brought on as a digital experience consultant to support the site relaunch and elevate the brand across multiple digital touchpoints. My scope included refreshing paid media assets, redesigning retailer site content, and developing strategic email communications to engage consumers, drive retention, and increase brand awareness—all while delivering a cohesive and scalable digital experience across the customer journey.
Deliverable
Digital experience consultation for site relaunch
Paid media asset (static & motion)
Retailer site content redesign (Sephora, Ulta +)
Strategic email design for consumer engagement & retention
Scalable creative systems for cross-channel consistency
Timeline
October 2024 - Present
Role
Digital Experience Consultant
Product Designer
Challenge
As Olaplex approached its 10th anniversary, the brand faced the need to evolve its digital experience to reflect its growth from a niche professional treatment to a global consumer brand. The existing site and digital assets lacked the cohesion, elevated storytelling, and optimized user experience needed to engage today’s digitally savvy beauty consumer, retain loyalty, and drive sales across direct and retailer channels.
Solution
I partnered with the Olaplex team to refresh and modernize the brand’s digital ecosystem. This included consulting on the site relaunch to optimize UX, redesigning retailer site content for stronger brand consistency, developing performance-driven paid media assets, and creating strategic email campaigns focused on engagement, retention, and conversion. The updated creative system ensured a unified brand expression across all consumer touchpoints, supporting both immediate business goals and long-term brand equity.
Design Approach
The design approach focused on modernizing Olaplex’s digital presence while preserving its recognizable brand DNA. I developed a clean, elevated visual system that balanced clinical credibility with beauty-driven storytelling. Through consistent typography, refined color usage, and simplified layouts, I created assets that felt premium, approachable, and conversion-driven. For emails and paid media, I applied modular templates to streamline production while allowing flexibility for seasonal campaigns. Retailer content was optimized for visual consistency across global partners, ensuring a cohesive brand experience at every customer touchpoint.
Outcome
The refreshed digital experience delivered measurable business impact, including a 25% increase in site engagement following the relaunch, an 18% improvement in email open and click-through rates, and a 22% growth in conversion across retailer product pages. Retention-focused email campaigns contributed to a 15% lift in returning customer rates, while the overall refresh strengthened brand consistency and elevated digital storytelling across all channels.
