ALBION Skin Conditioner: Summer 2021 Brand Revitalization
Revitalized ALBION’s iconic, long-selling Skin Conditioner for a powerful Summer 2021 comeback. Centered on the theme of water, the campaign utilized dynamic water-splash visuals to cut through the noise and convey instant freshness. Developed a high-impact visual strategy that successfully reinforced the lotion's legacy as a lifelong companion for healthy, moisturized skin.
PROJECT TYPE
Art Direction, Responsive Web Design
YEAR
2021
ROLE
Visual Designer
TEAM
Developer, Project manager
TOOLS
Figma, Photoshop, After effects
Challenge
Reimagine Kiehl’s traditional holiday giveaway into a fun, highly attractive, and visually captivating gamified experience. The goal was to cut through intense seasonal digital noise using interactive design to maximize brand awareness and rapidly drive consumer conversions.
Impact
The gamified approach captured consumer attention and created a high-conversion funnel, driving a 24% increase in O2O (Online-to-Offline) traffic compared to traditional sampling campaigns. It successfully translated digital curiosity into a massive wave of high-intent consumers funneled directly to physical stores and the e-shop.
Problems
User Experience Perspective
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Stagnant User Experience: The traditional sample distribution model relied on uninspiring, text-heavy sign-up forms that lacked emotional resonance and failed to engage younger demographics.
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Friction-Heavy Journey: The standard user flow offered no interactive incentive, making the data-collection process feel like a chore rather than a rewarding holiday experience.
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Production & Timeline Constraints: With a highly aggressive launch timeline, complex dynamic animation or heavy web-based motion design for the lucky draw was impossible to build and deploy from the development side. The design needed to deliver high visual impact and the feeling of interactive motion without relying on heavy development execution.
Business Perspective
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Low Conversion ROI: Routine holiday giveaways struggled to cut through intense seasonal digital noise, resulting in poor engagement metrics and low conversion rates.
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Disconnected O2O Funnel: The campaign lacked a cohesive bridge to turn initial digital curiosity into foot traffic, missing key opportunities to drive high-intent consumers directly to the e-shop or brick-and-mortar retail locations.
Key Takeaway
This project reinforced that when transactional interactions are elevated through thoughtful, narrative-driven gamification, user engagement skyrockets. Designing with a "joy-first" mindset not only strengthens brand loyalty but also builds a highly effective bridge for O2O (Online-to-Offline) commerce.