Routine
Cleansing, the Right Way
How Carrotene works in your night cleansing routine
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01
Website Structure Renewal
I started with the highest-traffic pages, enough to prove the concept before touching the full site. Each page rebuilt from scratch: structure simplified, copy rewritten for American readers, photography redirected to reflect who actually buys.
BEFORE
Korean-style · 2021
- Long product descriptions with clinical data and experiment results
- Aesthetic product imagery, polished but impersonal
- Copy full of marketing phrases, not genuinely informative
- No reviews visible above fold
AFTER
Redesigned US · 2022
- Direct, simple copy: what it is, who it's for
- Reviews above the fold
- Ingredient details collapsed by default, expandable if curious
- Full ingredient list one click away
02
Aprilskin Edits
I restarted the article section that had gone dormant and created a dedicated editorial section called Aprilskin Edits. Built the structure from scratch, added it to the nav bar, and wrote two of the articles myself. Designed to keep visitors on the site longer and support organic search.
03
Directed Visuals
The original site used only Korean and white model photography. I directed new photoshoots to reflect who actually buys the product, and to align with the brand's values around diversity, inclusivity, and body positivity.
