Walmart Beauty

Developed a several micro-sites for a new beauty market by directing content strategy, visual creation and user experience.

The challenge

Walmart wanted to display beauty products in an innovative way to compete with brands like Ulta, Sephora and Bare Escentuals while keeping the value proposition that Walmart delivers.

Top user barriers

1. No trust in Walmart as an authority on beauty.
2. Price is not a top deciding factor when buying a beauty product.
3. No current content and not inspiring.

Top business concerns

1. Balance between inspiration and value.
2. Quickly and cost-effectively show differentiation from previous experience.

The solution

Pitching the idea to the Executive Leadership Team by creating a lifestyle around beauty and inspire customers to participate in the story. The particular execution was to eliminate the competition between disruptive pricing and product/lifestyle photography. Also, developed content strategy to provide relevance for the customers who were browsing. 

Product page

Additional work