Virtue Labs

Launching a New Standard in Haircare Innovation

Virtue Labs partnered with Amp Agency to debut its revolutionary Alpha Keratin 60ku™ technology, creating a digital platform that introduced this innovative product line to the market. The challenge was to craft an online experience that seamlessly combined product education with an intuitive shopping journey, emphasizing Virtue’s science-backed approach to haircare.

The platform featured personalized diagnostic tools and engaging content like blogs and lookbooks to connect with customers. Tailored experiences for both consumers and stylists reinforced Virtue’s premium positioning while making the user journey seamless and accessible.

Project Type

Responsive Web Design, Visual Design, Product Design

Role

Senior Art Director, Lead Visual Designer, UI/UX

Crafting the Digital Face of Virtue Labs

We designed an intuitive homepage experience that introduced Virtue Labs’ unique keratin-based technology and products. The homepage balanced elegance and functionality, setting the tone for a premium yet approachable brand while seamlessly guiding users to explore products.

A Seamless eCommerce Experience

By leveraging the flexibility of Magento, we built a personalized eCommerce platform that catered to individual customer needs. The system allowed for easy navigation, customization of the shopping experience, and smooth transactions, ensuring an optimized customer journey from discovery to checkout.

A Quiz That Understands Your Hair

The diagnostic tool served as an intelligent hair quiz that provided tailored product recommendations. Through a series of targeted questions, users could identify their unique hair concerns and match them to Virtue’s scientifically proven solutions.

Inspiration at Every Click

The engaging content section featured an inspiring blog, a detailed lookbook, and product use-cases tailored to empower customers. These resources highlighted the transformative power of Virtue’s products, creating a strong emotional connection with the audience.

Personalized Portals for Stylists and Customers

Separate user experiences were crafted for stylists and general consumers, catering to their unique needs. Stylists accessed professional resources and exclusive features, while customers enjoyed a personalized shopping experience.

Outcome

The Virtue Labs platform successfully launched and exceeded expectations, with a 24% increase in projected sales in its first year and a 36% rate of repeat purchases. The brand grew from a promising newcomer to a recognized cult favorite, setting a new standard in haircare with its innovative technology and user-first approach.

Team

Jacqui Newmark — UX Lead
Noah Gedrich — Tech Lead
Aubrey Taylor — Associate Tech Director
Josh Esguia — Senior Developer
Jarrett Quon — Illustrator

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