Lovie · Premium body care
Why we rebuilt the product page around belief instead of features
What changed, what we rejected, and what I would do differently.
Context
An early-stage premium body-care brand with a strong product thesis and a product page organised the way most are: hero image, feature list, ingredients, reviews.
Constraint
No paid budget to buy our way past a weak page, one designer, and a founder whose scientific credibility was the strongest asset the brand had and was appearing below the fold.
Options considered
A — Optimise the existing structure. Rejected: it assumed the structure was right and the execution wrong.
B — Lead with ingredients. Rejected: it competes on a dimension where larger brands have more evidence.
C — Lead with the belief. Chosen.
Decision
Reorder the page so the first thing a visitor meets is the argument for why the product exists, in the founder’s own framing, before any feature appears.
Outcome
Too early to measure. The page has been live for six weeks against low traffic; anything I claimed here would be noise presented as signal.
What I would change
I would have written the argument before designing the page. We designed a container and then discovered we did not have the sentence to put in it.