Vero Hair Care
Vero Hair Science, Styling and Care Products: UX, UI, Branding
With a name translating to mean “of five”, Vero Hair Care products originally concentrated on repairing five scientific aspects of healthy hair. Their products—shampoos, conditioners, and neutralizers—have evolved over 50 years of research with S. Stefano, a chemist and inventor of hair reconstruction.
*Company name has been changed for this project.
Vero came to us seeking a re-brand and new marketing strategy. As the lead graphic designer, I had to solve for these issues:
- Current brand feel was outdated, “It looks like something for a grandma!”
- How will the brand connect with the new audience? (The current buyers were distributors to salons, and the new buyers would be consumers visiting salons)
- How do we have our consumers understand the science behind Vero, and have science appeal to them, as this will be a driving factor in our new marketing strategy?
Original Website and Products
The brand and marketing strategy was defined amongst different individuals: our Marketing Manager, Creative Director, and Social Media Director. The strategy was to utilize social media and to have a strong online presence with an effective ecommerce website, representing benefits of the hair care products through science and recommendations from stylists and friends of the user. The projection was to gain exposure and create a buzz around Vero products, to lead to more online consumer sales.
Brand Development Research: Current Product Feedback
Direct competitors were hair care brands sold in medium-end salons that also had a strong online presence.
I visited salons for observation purposes and asked questions such as,
- “Which products are most recommended by your stylists and why?”
- “Who are your usual visitors?”
I also took a look at published surveys regarding salons.
From the information I had gathered to this point, I targeted my audience to:
Women from 25-34 years old who are looking to
1) repair their damaged hair and
2) to keep their hair healthy and strong.
I reached out to my network for their thoughts on hair care products and combined this with the published findings from Wolff Olins for their Living Proof products, which stated that women wanted consistency, truth, simplicity, and confidence in their beauty products.
All of our employees, male and female, sampled the Vero products for themselves and reported back their thoughts.
For consistency and reference on this consumer/user, I developed a user persona for the team to keep in mind throughout the process.
- Mapped out relevant content from old site
- Simplified the 5 aspects of healthy hair
I designed wireframes for a basic structure of the website after back-and-forth feedback with my company’s and our client's directors. The goals were to educate the user on the science behind Vero and to have the ability to buy products.
Moodboard: It was agreed that the aspects of the brand that needed to be visually portrayed were: healthy hair, science, beneficial, and balanced.
Icons: Vero’s logo is a cross-section of a strand of hair. Using that as a starting point, I developed symbols related to science, architecture, and math; it connected back to re-building hair. I used concepts of the golden ratio, symmetry, and angles to portray this.
I wrote a few statements from our collected research, so that all teams would be on the same page.
I combined the geometric style, the simplified copy/messaging, and the new photos to design the website.
Other options for the home page included a video explainer, but it was decided to go with a social media “share this” approach, with the ability to buy products.
- The new marketing strategy encouraged salons to recommend the Vero products to consumers and it was backed up by shared posts on Facebook and Instagram. (Not a significant amount, though)
- We determined the updated look-and-feel of the brand through creating a target audience and research and analysis.
- We simplified the scientific language for greater understanding and appeal.
- Failure due to lack of management
Overall, a large portion of this project was a failure because the client dropped us due to our change in management and lack of communication. Also, I took on the responsibilities of many people because of our limited staff, which was not optimal for quality of the final project.
- Request Google Analytics for the current audience
If I had the opportunity to do this project again, I would request Google analytics defining the current audience and I would identify the pain points before creating a new audience.
- Communicate between photographer and designers
If there will be a new photoshoot, the designers involved with the re-brand should be involved in the discussion so the creative direction is consistent.
- Give the client a brief for processes
The client should be given a brief to understand the development process and there should be ample communication from the agency to client throughout the entire process.
Project Team 2014
Lead Designer and Copywriter: Charlene Chand
VP Design & Development: Devin Schvaneveldt
Lead Developer: Rory Heaney
Principal: Corey Mangold
Project through GigaSavvy