SCN - The Skin Care Nation
A Discovery of skincare through the eyes of a dermatologist
Role | Company | Date |
Lead UX & Creative | FACES | 2022-2023 |
Overview
The skin care nation, aka SCN; a new unique concept presented by chalhoub in the gcc region answering to the market needs and requirements with a tailor-made service that goes beyond customer expectations. It's a revolutionary experience with a 360 approach bringing together and bridging between both online and offline to reach any and all potential customers of different age groups in a smooth approach. The concept runs via a pop-up store roadshow kicking off beginning 2023 with a focus on prime locations in each of Dubai, Riyadh, Jeddah and Kuwait city.
The concept evolves around skin care & executed through a themed event designed to take our audience on a discovery journey related to all topics around skin care. The SCN offers curated and credible skin care enriched experience - enhanced services, customization and personalization with selective products, offers & unique experience inline with the customer's needs under each niche. The SCN is backed-up by a committee of credible dermatologists and skin experts identified from the region who are carefully reshaping and customizing products and routines for each topic and concern.
Problem Statement
The Skin Care Nation (SCN), a unique concept by Chalhoub, offers an exceptional offline experience through pop-up store roadshows across prime locations in the GCC region. This innovative initiative provides a 360-degree approach to skincare, seamlessly bridging online and offline realms. However, there is a pressing need to translate this enriched, personalized, and credible skincare journey into the digital sphere, ensuring a cohesive omni-channel experience within our eCommerce platform.
Key Challenges:
Consistency: Ensuring the seamless integration of the offline SCN experience into the digital platform while maintaining the same level of personalized service and engagement.
Engagement: Creating an immersive digital journey that mirrors the discovery and customization aspects of the offline themed events.
Personalization: Offering tailored skincare solutions, curated by a committee of credible dermatologists and skin experts, within the eCommerce platform.
Accessibility: Making the enriched skincare experience accessible to all potential customers, regardless of age, through user-friendly digital interfaces.
Integration: Bridging the gap between online and offline experiences to provide a unified, smooth approach that enhances customer satisfaction and loyalty.
To address these challenges, a robust strategy is required to develop and implement a digital experience that complements and elevates the SCN's offline presence, ensuring a holistic and cohesive omni-channel journey for all customers.
Process
In order for us to understand how the journey will work seamlessly across offline and Digital, i needed to map out all the touch points relevant to the campaign. In addition I made sure include existing features on the website and that which we need to develop
Website Journey
Talk about how the journey works on site and how it connects with the journey offline and how we take customers back
Something about the journey conclusion
Routine Builder
Routine Builder
A major component in tying the digital and offline experiences as it would be a key feature allowing customers to access the FACES website and create their routine online:
Mimic experience at the podium
Capture New users within our database
Retarget customers who have not purchased
Educate customers while they follow through with the experience
Reasons to Develop
From research conducted we found that the best solution would be to create Gift builder experience as it could be repurposed for gifting experiences in future. My goal was to reduce development time by adapting our PLP theming functionality and SFCC categorization mapping for ease of implementation
Skin Advisor
Before SCN Inception, I've worked on Skincare Advisor tool implentation for FACES that allows customers to analyse their skin and recommend products within a price range most suitable for their budget. Working on this Tool before it was a no-brainer to add it to the journey allowing customers who aren’t able to visit the podium an experience similar.
What we did
Due to the nature of the implementation provided by a third-party vendor we are only able to update the front-end of the tool.
Updated the Images to be more related to the campaign
CRM Conversation
Working closely with the CRM Team, we’ve developed multiple journey’s ensuring the theme is carried through while maintaining solid CRM KPI’s
Results & Impact
Something about the Results and Impact
Organic / Paid Marketing
Working closely with the CRM Team, we’ve developed multiple journey’s ensuring the theme is carried through while maintaining solid CRM KPI’s
Results & Impact
Something about the Results and Impact
Key Learnings
Working closely with the CRM Team, we’ve developed multiple journey’s ensuring the theme is carried through while maintaining solid CRM KPI’s
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