Axe Grooming Digital Transformation - Web
Axe Grooming (Lynx in the UK) is a globally recognized brand of male grooming products that recently underwent a large rebrand.
After Axe’s rebrand around inclusivity and diversity, they wanted to overhaul their digital presence to become the go-to online destination for male grooming, helping men of all kinds with their unique grooming solutions.
ROLE & APPROACH:
I was brought on just after the discovery phase and continued to be the UX lead across the Axe account for over a year and a half. Over that time, I worked under the lead of the larger Unilever account whilst overseeing a small team of junior UX’ers to execute our vision for the brand and help define the platform we were building it on. In that time, we launched the brand new Axe site in the lead US market, then continued to roll it out across 15 localisations in 25 languages, in addition to numerous campaigns across different markets.
The site went on to win several industry awards including a Bronze Clio in the Digital Beauty category. The brand’s new identity was a hit on social, and from a business perspective, the site received a 350% increase in traffic, a 4.5x increase in CRM opt-ins, and a huge spike in ecommerce purchases.
- Project Roles
- UX/IA Designer
- Publicis Sapient
- Content Strategy, Editorial, Information Architecture, Usability Testing
- Project Industries
- Beauty, Entertainment, Lifestyle, Packaged Goods