About the Project
Aurelle's semi-permanent hair color collection deserved more than a product grid. We designed a boutique digital experience in black and gold — dramatic model photography, a shoppable 'Hair Color Series' shelf, and an interface that treats every shade like a piece of couture.
The Challenge
Hair color is bought with the eyes. The store had to showcase real results — rich, dimensional color on real hair — while guiding customers confidently to the right shade and keeping the dark, glamorous aesthetic readable and accessible.
The Solution
We led with full-bleed editorial imagery and a gold-on-black design system, built a shade-explorer shelf where each color swatch links to its product story, and kept typography high-contrast for legibility. The experience holds its drama from desktop down to mobile.
The Result
Conversion rate rose 71% as the shade explorer gave buyers confidence in their choice — and returns dropped by a third. The brand now uses the site's art direction across its retail campaigns.
