Leading an interactive and extensive brand strategy, messaging, and competitive analysis, we found visual art direction through key factors in the brand value and position in the market. A new position, tone and visual direction was established through UI/UX design enhancements throughout a full rebuild of the brand. Development features include a lash quiz, expanded interactive educational resources, look book and media features and implementation of a subscription business model. The organization of the shop allows for search, filter, shop categories and more. Strategically the website offers customers features they can’t experience in a retail experience.