YSL Beauty / Visual Design
During my seven years designing for the YSL Beauty e-commerce site, I’ve worked on a range of projects including site assets, emails, landing pages, and social media.
Case Study
Q1 SITEWIDE SALE
How reworking the e-comm team’s process and simplifying the messaging for a recent sitewide sale delivered concrete results.
Site Design
Over the last few years, I have worked closely with the site manager to simplify our site design in order to enhance the customer journey, while also telling a better brand story. While we have applied this approach to all aspects of the site including product and landing pages, one of the best ways to see this is through the homepage design.
Pre-2022, we felt the homepage design was static and too product focused. Between 2022 and 2024 we slowly evolved the layout of the homepage, adding in components to better highlight brand stories such as our collections and new releases. However we still were working through how to tell a coherent story, as our brand assets didn’t always speak together well. In 2024, we replace our static hero image with video, while continuing to test new components further down the page. A lot of testing and learning has lead to our current homepage design, which blends everything we have tried to achieve - a more dynamic page that allows us to create a better cohesive brand story.
Emails
Email design is a major part of my role at YSL Beauty, as we send out an average of 3-4 emails each week. Whether it’s an upcoming sale, new product launch, or leveraging data about our users and products, there is a lot to the strategy of deciding what products or promotions we feature in our emails.
Social Media Design
We use paid media throughout the year to promote sales, new products, or our exclusive services such as personalized engraving.
