Prestige SPF Skincare Store

The challenge.

Most people file sunscreen under commodity. Selling it at prestige prices means the store has to teach as much as it sells, and has to merchandise a single category deeply enough to sustain browsing, discovery and repeat purchase — which a normal one-category store cannot do.

What I did.

1. 1

   Merchandised on two axes at once — by product type and by occasion — so Face & Lip, Body, Mineral, Makeup, Kids & Family, Men, Sets & Gifts and Group Gifting each behave like their own department.

2. 2

   Made navigation bestseller-led, surfacing Unseen Sunscreen SPF 50, Glowscreen SPF 40 and PLAY Everyday Lotion SPF 50 directly in the menu rather than burying them in a category.

3. 3

   Set a free-shipping threshold at $50 and carried it in a countdown promo bar, which lifts average order value on a product whose unit price sits just below it.

4. 4

   Wired Klaviyo for lifecycle email, since suncare is a genuinely repeat purchase and retention is worth more than the first order.

What was built.

• Dual merchandising by product type and by occasion
• Bestseller-led primary navigation
• Free-shipping threshold with countdown promo bar
• Klaviyo lifecycle email and capture
• Gifting and group-gifting flows
• Accounts with reorder and subscription options