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Cécred
Elevated Design, Agile Development, and Strategic Guidance for a High-Profile Brand
We launched Cécred, Beyoncé’s new haircare line, on Shopify. Their team chose Shopify for a robust, flexible, and secure ecommerce platform capable of handling high-profile demands and significant traffic. Working on a new celebrity brand of this caliber meant that secrecy was imperative pre-launch. The project involved last-minute changes, quick turnarounds, and the need to be agile when it came to timelines and schedules.
The site’s launch was tied to Beyoncé's appearance on Good Morning America, providing a small window to get everything right. We delivered the site ahead of schedule and transitioned to a retainer model prior to finally launching the site. This allowed Cécred to benefit from continuous support and enhancements ahead of launch.
Brand-driven design
We prioritized clean, streamlined designs that showcased Cécred's brand presence thoughtfully and precisely while creating subtle moments of intrigue. Frequent collaboration with the brand agency ensured our designs blended with the brand ethos.
Storytelling & animation
We integrated 3D loaded animations on product detail pages (PDP) and introduced a bundle-specific section to display comprehensive information about bundled products. The ingredients module on the PDP and the ‘science’ page became interactive carousels, enhancing user engagement.
Custom quiz
We introduced several custom features that creates a hyper-personalized user experience, including a custom quiz as a mini-app hosted on Vercel. The quiz guide users to the best products for their hair texture, with single choice, multiple choice, and ‘Learn More’ options and direct add-to-cart enabled.
VIP Program
The Domaine team also built features for a unique ‘VIP Program’, including a custom discounting app for professionals and salons with the ability to set amount of discount within date and quantity thresholds.
Custom solutions for launch
As a new brand launch, we implemented a help page with its own search bar for FAQ browsing and product discovery. Leading up to the launch, we built a gated email access page for pre-sale with optional SMS integration that features a dynamic grid and infinite scroll. Finally, a custom GWP (gift-with-purchase) app allowed multiple sample selections.
By honoring past rituals and incorporating advanced science, Beyoncé has developed haircare that delivers performance, quality, and intention.
