Strategy and research behind the redesign of the Bobbi Cosmetics website

1. Bobbi Brown Cosmetics
Research, Strategy & Website Design
December 10, 2009

2. Zeus Jones combines strategy, creativity, design, digital
and user experience in brand new ways.
© Zeus Jones 2007

3. This approach leads to many different design solutions.
Brand Identity Packaging & Products
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Interactive & Social Media Retail Spaces & Experiences

4. Bobbi Brown Cosmetics
Founded in 1991 by Bobbi Brown
Owned by Estée Lauder since 1995
Headquartered in New York City
Sold in over 850 doors and
50 countries worldwide
Fastest growing cosmetics brand in the
world (along with their sister brand MAC)
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5. A few key steps in our process:
01. Immersion 02. Category Audit 03. Mood Boards
04. Design Directions 05. Final Refinements
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6. 01. Immersion
Interview core team at Bobbi Brown
Uncover valuable brand assets that are hidden or underutilized
Discover the brand’s core belief
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7. Under-Leveraged Brand Assets
Books New York Fashion Week Television Appearances
Studio and Lab Magazine Features Stylist to Michelle Obama
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Personally Trained Artists Various Social Causes Overall Personality

8. Core Belief:
Bobbi Brown empowers women to believe in their individual
beauty and teaches them how to naturally enhance it.
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9. 02. Category Audit
Look for visual and thematic clichés being played out
amongst competitors
Find open space within the category that Bobbi Brown
could naturally occupy
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11. Finding open space within a crowded category
The category is: Open space in the category: Bobbi Brown is:
All about attitude All about empowering Women Helping women discover their
own beauty
Celebration of their product Celebration of women
Nothing real to say Rich in content Providing women with tools
to make their own decisions
Cookie cutter beauty Individualized beauty
Selling the makeover Teach you to be your own expert Simple, clean and timeless
Fixing what’s wrong Accentuating what’s right
Camouflage your skin color Compliment your skin color
Complicated Effortless
Superficial Beauty Inner beauty
Their specific look Your own look
Transaction-oriented Service-oriented
© Zeus Jones 2007

12. 03. Mood Boards
Create a visual roadmap for design exploration
Get the client involved in the design process
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13. Editorial influenced Clean, simple photography Tips and tools
Emphasis on artistry Classic typography Bobbi loves hot pink
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14. 04. Design Directions
Three variations on a theme.
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18. 05. Final Refinements
Adding the final touches and launching the site.
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26. A Few Conclusions
Understanding your client’s business makes it easier
to know you are doing the right thing.
Understanding the category makes it easier
to stand out amongst competitors.
Working collaboratively with a client is the
quickest way to the best solution.
Design shouldn’t be merely about decoration, but an
important part of solving real business problems.
© Zeus Jones 2007

27. Thank You
brad.surcey@zeusjones.com
twitter.com/bsurcey
AIM: brdsurcey