Transformed Conscious Beauty: The New Nutritious by Estée Lauder

art direction | visual design | brand strategy

Breakthrough Nutrigenomics Science Peak Performance, Potent & Pure Skincare.

Estée Lauder introduces Transformed Conscious Beauty with the new Nutritious—a high-performance skincare line inspired by nutrigenomics science. In today’s crowded clean beauty market, where consumers demand efficacy and transparency, Nutritious sets itself apart with the expertly crafted Nutri-9 Complex. This unique blend infuses skin with potent, pure nutrients like Sweet Kelp, Red Algae Ferment, and Coconut Water Ferment to optimize skin health and resilience. Designed for the modern, mindful consumer, Nutritious delivers vibrant results with ingredients that not only feel good but stand out in a sea of clean beauty claims.

Deliverable

Digital Experience of the Entire Nutritious Franchise Relaunch

Timeline

February 2022 - March 2023

Role

Art Director
Visual Designer
Brand Strategist

Team

Photography: Rikky Fernandes / Hannah Khymych
Video: Peter Szollosi
Motion Design: Hello Playful
Director & Designer: Kamollio Bennett / Christine Ah

Challenge

Standing out in the highly competitive skincare market, especially in the conscious beauty segment, can be challenging. Many brands are already positioned as “clean” or “good-for-you,” making it crucial to highlight unique benefits. Below focused pain points:

- Consumer Perception
- Ingredient Transparency
- Appealing to Gen Z and Millennials

Solution

Consumer Perception:
Create relatable content that highlights Nutri-9 Complex’s transformative benefits, using testimonials and before-and-after images to showcase results. Link improvements to nutrigenomics science to build credibility and attract both loyal and new customers.

Ingredient Transparency:
Develop ingredient-focused content that explains the Nutri-9 Complex and its nutrigenomics inspiration. Use visuals to detail key ingredients like Sweet Kelp, Red Algae Ferment, and Coconut Water Ferment, making the benefits clear and accessible.

Appealing to Gen Z and Millennials:
Engage younger audiences with interactive content like quizzes and visually appealing design treatments, such as bold graphics, vibrant colors, and clean layouts that resonate with Gen Z aesthetics. Collaborate with influencers who highlight the line’s potent, pure skincare powered by nutrigenomics. Encourage user-generated content showcasing personal results with the tagline “Powered by Nutri-9,” connecting the science with visually engaging elements that captivate this demographic.

Process

Discover

Explored market trends, consumer needs, and competitors to identify key opportunities and challenges in clean beauty.
Experiment / Define

Refined the product’s positioning, core message, and vision, aligning Nutritious with brand values and consumer expectations. Tested ideas & aligned the experience across the user journey and possible expression.
Collaborate / Design

Brought the product to life through packaging, branding, and user experience. Always working as teams and involving the best possible partners.
Develop

We finalize formulations, test performance, and perfect packaging while aligning marketing strategies to highlight Nutritious’ unique benefits.

Approach

{ moodboard }

{ identity & iconography}

{ ingredient complex & skin benefits }

{ dynamic graphics }

{ high performance video }

{ emotional benefits }

{ sustainable, inclusive, and transparent videos }

{ highly sensorial regimen }

{ a commitment to sustainability }

{ high performance lab / social engagement }

{ mobile & pc experience }

Impact

Increased Brand Awareness: Leveraging nutrigenomics and Nutri-9 Complex messaging with bold designs increased brand awareness by up to 30%, especially among Gen Z and Millennial consumers who prioritize innovative, conscious beauty solutions.

Higher Engagement Rates: Educational content like Hack, Regimen and Lab Demo videos boosted engagement rates on social media platforms by 40%, creating a more active and connected audience that resonates with the brand’s messaging.

Boosted Sales Conversion: Clear communication of the Nutri-9 Complex benefits and visible product results led to a 25% increase in sales conversion rates, as consumers become more informed and confident in choosing Nutritious products.

Enhanced Consumer Trust and Loyalty: Transparent ingredient storytelling combined with real testimonials improved customer retention and loyalty by 20%, leading to more repeat purchases and positive word-of-mouth.

Stronger Community Presence: Encouraging user-generated content and leveraging visually engaging elements enhanced community engagement, potentially growing Estée Lauder’s social media following by 35%, fostering a loyal community of conscious beauty advocates.

Next Steps

Exclusive Product Launches and Limited Editions:
Create buzz with exclusive or limited-edition product launches that highlight seasonal ingredients or collaborations with trending influencers or artists. This approach can drive urgency and excitement, boosting sales and engagement.

Collaborations with Eco-Influencers:
Partner with influencers known for their focus on sustainability, conscious living, and beauty. Their endorsement can lend credibility to the Nutritious line and help reach a broader audience that aligns with the brand’s values.

Virtual Try-Ons and Augmented Reality (AR) Experiences:
Leverage AR technology to allow consumers to virtually try on products or see how the Nutri-9 Complex benefits their skin in real-time. These interactive tools can provide a fun, engaging way to explore the line, especially appealing to tech-savvy Gen Z audiences.