Rooted Rituals, one of P&G’s less well-known hair care brands, had a unique proposition for shoppers: Care for your scalp like you care for your skin. Their long lineup of products were made to do just that. But they had very-little online presence, brand recognition, or budget. They wanted an eCommerce solution that would work hard for them. We needed to both introduce shoppers to this new brand, explain a different way of thinking about hair care, and convince them to convert.

Several intense collaboration sessions between creative and digital strategy later, we had mapped out a user experience with a rich storyline that incorporated all of the eCommerce best practices that we knew would get the products into carts. Throughout creative development, we kept tweaking the narrative to best align with the audience’s mindset and values.

The end result was a simple and info-filled two-page experience on Amazon that did all the work of a shiny brand website. Users landed on a shoppable home page that guided them through the Rooted Rituals regimen, educating on each product’s unique purpose and benefit, with inviting, sensorial visuals along the way. Next, on the brand story page, we told the brand’s POV succinctly and compellingly, weaving in their skin-loving ingredients and how they deliver beautiful hair results, starting from the scalp.