With over 300 colors and shades, Essie is perhaps the most iconic logo in nail salons.
And while we all love scanning the shelf for inspiration while awaiting the manicurist,
the experience of pouring through options online can be overwhelming.
We made the e-commerce discovery process fun, intuitive,
growing engagement, conversion rates, and average order value.
Beginning the exploration process with a color picker mimics the in-salon process:
going to the general color-range you want, creating a subset of options, and then dialing down from there.
For those who just want to browse, the “best sellers” category allows discovery of new shades without being overwhelmed.
Of course we optimized for mobile usage, too, allowing for the same ease of discovery.
