New Product Launch

Naomi

Taking Pantene premium.

Pantene was preparing to launch Pro-Vitamin Essence, a new hair treatment designed to bring the brand into the premium hair-repair space. Our goal was to create a breakthrough digital experience that could introduce the innovation, communicate its value, and support a successful premium product launch.

Role:
UX Designer & Researcher

Project Type:
Web · Mobile Web · E-commerce

Timeline:
6 months

The Challenge:

Creating a digital experience to take Pantene premium.

Pantene was launching Pro-Vitamin Essence, a new-to-the-world hair treatment designed to enter the premium hair-repair space.Our challenge was to create a breakthrough digital commerce experience that could introduce the innovation, communicate its value, and support Pantene’s move into a new category and price tier.

Understanding Our Consumer:

Different relationships with hair damage mean different needs.

We explored consumers' attitudes, routines, goals, and shopping behaviors to understand how they approached hair damage and evaluated potential solutions. Three distinct personas emerged, each revealing different needs and expectations for the digital experience.

What they needed to see to believe.

Across the three journeys, we identified different and overlapping signals consumers looked for when evaluating a new hair-damage treatment.

Together, these needs gave us a clearer picture of what the digital commerce experience needed to communicate to earn consumer confidence.

The Opportunity:

Designing against the barriers to purchase.

Our research surfaced six barriers standing between consumers and an unfamiliar premium treatment from understanding what the product is and how to use it, to believing in its benefits and value.

Designing the Experience:

Translating findings into content strategy.

The barriers gave us a clear direction:
‍
‍Design the experience around the questions consumers needed answered before they could feel confident purchasing.

From Content Strategy to Commerce Experience

The e-content became the foundation for a broader digital commerce experience, extending the same education and storytelling across the PDP, enhanced content, Brand Store, and supporting digital touchpoints.

Omni-Channel Experience

Extending the story across touchpoints.

The product story extended into eCRM and influencer content, reinforcing key messages throughout the digital shopper journey.

Evaluation + Results

Did the experience build confidence and drive conversion?

We tested the experience to understand what resonated with consumers, what strengthened purchase confidence, and where barriers remained.

What we learned from consumers.

Testing revealed both strong signals around the product’s premium appeal and relevance, and opportunities to strengthen value perception and expectation-setting.