Essentials by Dee

The brief

Somebody about to buy skincare from a brand they have never heard of is asking one question, and it is not about ingredients. It is whether the brand is real. Everything in the shop is arranged to answer that before it asks for anything.

1. 01

   Two photographs per product, one tap apart

   One shot of the product as it is sold and one of it in use. A single stock-looking image reads as a placeholder; two, from different angles, read as a shelf somebody actually owns.

2. 02

   The palette comes from the packaging

   Colours were taken from the brand's own bottles rather than chosen to look good on a screen. The site and the parcel that arrives afterwards have to look like the same company.

3. 03

   Prices before the click

   Every price is on the listing, not behind a product page. Hiding it costs you the buyer who would have said yes and gains nothing from the one who would have said no.

4. 04

   Both languages, both indexed

   Full English and French, each with its own indexed URLs, so a search in either language finds the right version of the page rather than a redirect.

In short

• Two photographs per product, one tap apart
• Palette taken from the brand's own packaging
• Full English and French, both indexed