The newly reimagined Bluemercury landing page leans into an editorial feel with large imagery and playful illustrations. Featuring brand content, product collections, and Bluemercury expertise, this entrance draws customers into the Bluemercury world. Several modules also highlight the benefits of becoming a BlueRewards loyalty member.

Location is everything, and now Bluemercury can leverage prime placement for their brands as a compelling value-add — and a revenue source. Prominently positioned on the home page, the featured brand module creates space for brands to speak directly to customers and highlight specific products. All brands sold at Bluemercury now have a design-driven editorial landing page highlighting product offerings, brand history, founder messages, and store events. With robust information about their thoughtfully curated brand array, the Featured Brands pages position Bluemercury as a rich resource for customers to discover the best in beauty.

Bluemercury leverages vendor-provided images for their large product array. We introduced a system of visual framing devices, filters, and overlays to standardize art direction throughout the site. Adding playful illustrations and animations creates a sense of lively humanity. The combination of art direction + design system yields repeatable modules that feel unique to the context of the page, and distinctly Bluemercury.

As they peruse the site, customers can filter products by their saved preferences (marked with the Bluemercury icon) and skin concern, and PDPs contextualize products within recommended routines. Customers can also make informed choices with the ability to compare products.