COSMOPOLITAN HK Beauty Panel

Beauty Panel - Transforming COSMOPOLITAN Hong Kong's Digital Presence

case study 3
case study 3
case study 3
case study 3

Project Overview

Client
COSMOPOLITAN Hong Kong
Team
Leo Wong - UI Designer, Sally Tse - Chief Editor, Stacey Chan - Creative Director
Duration
6 months
Year
2020
Skills
(UX) Research
Data Analysis
Wireframing
User Interface
Tools
Sketch
Photoshop
Illiustrator
After Effects

Background

COSMOPOLITAN, a globally recognized lifestyle magazine, has been adapting to the digital era, expanding its reach beyond traditional media. However, in 2019-2020, the company faced a decline in revenue due to external factors like COVID-19 and social movements, particularly affecting its reliance on the entertainment industry.

Understanding the Problem and Identifying Strengths

RESEARCH

01.

Focus Group

We hired a marketing agency conducted a focus group involving women aged 20 to 40.

02.

Group Ideation Workshop

A cross-team ideation workshop was held with Marketing, Editorial, and Sales teams.

Quantitative research

01.

Focus Group

To address the challenges, a marketing agency conducted a focus group involving women aged 20 to 40. Key insights revealed that COSMOPOLITAN lacked popularity among the 20-30 age group. While perceived as credible, the magazine's tone was described as "ambiguous." The participants turned to COSMOPOLITAN for beauty and skincare recommendations but felt the content didn't stand out from competitors.

Quantitative research

01.

Focus Group

To address the challenges, a marketing agency conducted a focus group involving women aged 20 to 40. Key insights revealed that COSMOPOLITAN lacked popularity among the 20-30 age group. While perceived as credible, the magazine's tone was described as "ambiguous." The participants turned to COSMOPOLITAN for beauty and skincare recommendations but felt the content didn't stand out from competitors.

Quantitative research

01.

Focus Group

To address the challenges, a marketing agency conducted a focus group involving women aged 20 to 40. Key insights revealed that COSMOPOLITAN lacked popularity among the 20-30 age group. While perceived as credible, the magazine's tone was described as "ambiguous." The participants turned to COSMOPOLITAN for beauty and skincare recommendations but felt the content didn't stand out from competitors.

Ideation

02.

Group Ideation Workshop

A cross-team ideation workshop was held with Marketing, Editorial, and Sales teams. The goal was to explore monetization, view boosting, and new content directions. After studying pain points, a collaborative effort led to the concept of an open review platform for skincare and beauty products.

Ideation

02.

Group Ideation Workshop

A cross-team ideation workshop was held with Marketing, Editorial, and Sales teams. The goal was to explore monetization, view boosting, and new content directions. After studying pain points, a collaborative effort led to the concept of an open review platform for skincare and beauty products.

Ideation

02.

Group Ideation Workshop

A cross-team ideation workshop was held with Marketing, Editorial, and Sales teams. The goal was to explore monetization, view boosting, and new content directions. After studying pain points, a collaborative effort led to the concept of an open review platform for skincare and beauty products.

Content Design

DESIGN

Proposed Contents:

The content hierarchy, developed by beauty content managers, included single product daily reviews, product comparison reports, monthly rankings on specific topics, and seasonal COSMO Best of the Best Awards.

Branding:

Initially named "Beauty Force," the product celebrated the power of beauty knowledge. Ultimately, the management decided on the name "Beauty Panel."

Prototyping

PROTOTYPING

Digital Platform Concept:

The digital platform envisioned a scrollable magazine with addictive, infinite content. A Sketch prototype was circulated among sales, content, marketing, and IT support teams for insights.

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Iteration

DESIGN

Enhancements for Monetisation:

A section called "Beauty Cert" was added to maximise monetisation potential, featuring in-depth reviews by industry professionals. After the first design review, it was observed that the content lacked variety, leading to the addition of short and brief beauty tips.

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The Latest Design

DESIGN

The webpage is now live here.

LINK

I also developed the cross-platform brand guideline for Beauty Panel.

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Outcome

Establishment of a Solid Ground:

  • The creation of a new marketplace platform.

  • Dedicated Section for Beauty:

    • A specialised section for skincare and beauty within COSMOPOLITAN.

  • Business Sector Growth:

    • Successful drive in the sales of the beauty sector.

The Beauty Panel initiative not only addressed revenue challenges but also reinvigorated COSMOPOLITAN Hong Kong's digital presence, creating a dynamic platform for beauty enthusiasts.