Borghese
Freelance product and email design for Borghese, translating a heritage beauty identity into conversion-focused digital touchpoints.
- Role
- Freelance Product & Email Designer
- Focus
- PDP Redesign · Conversion · Product Education
- Deliverables
- Product Detail Pages, Content Modules, Email Design
- Timeline
- Ongoing Engagement
- Team
- Brand, eCommerce, Growth
01
Context
I was brought on as a freelance designer to support Borghese across product and email, creating digital experiences that translated the brand's visual identity into conversion-focused touchpoints.
02
Product
The Borghese team came in with a clear brief: the product detail page was carrying the entire purchase decision, but it stopped at a product name, a price, and a wall of collapsed copy. Above the fold there was no positioning statement, no benefit callouts, no credibility marker, and no clear subscribe path. Mid-page storytelling, category education, and FAQs were missing entirely, leaving both discovery and confidence gaps.
How Might We
How might we rebuild the PDP into a layered decision path — fast clarity above the fold, storytelling and proof mid-page, education and FAQs to remove doubt, and expansion modules to grow basket size?
Key Areas of Focus
Above the Fold
Rebuilt the top of the PDP around a one-line positioning statement (what it is and who it's for), three to five benefit callouts, a credibility marker, a rating and reviews anchor, and a price / size / subscribe block that resolves in a single glance.
Product Storytelling
Reframed mid-page copy in customer language rather than brand language — the problem it solves, a hero-ingredient narrative that explains what each ingredient does and why it's special, and claims split into what you'll see, what you'll feel, and what the product deliberately won't do.
Education & Confidence
Added the missing Category 101 layer and a usage ritual module: how often, how much, AM or PM, and what to pair with next — so first-time mask buyers understand the routine before they commit.
FAQs for SEO + AI Discovery
Designed an FAQ system carrying eight to twelve natural-language questions per PDP, covering skin-type compatibility, how it compares to other Borghese products, texture and scent, and frequency — structured to be surfaced by both search and AI answer engines.
Conversion Expansion
Introduced expansion modules below the buy box: a Pairs With ritual builder, similar products, a “which mask is right for you?” category comparison, UGC real results, and awards and press where applicable.
Design Considerations
- Resolve the core purchase decision above the fold without scroll.
- Explain ingredients rather than list them.
- Make subscribe-and-save legible next to a one-time purchase, not buried under it.
- Break long-form education into tabbed, progressively disclosed modules.
- Keep every module reusable across the full mask and skincare catalog.
Next Project
Indochino