Clé de Peau Beauté
Clé de Peau Beauté
Three campaigns, one funnel: how every product launch becomes its own story that still leads to checkout
Project Overview
Clé de Peau Beauté sits at the very top of luxury skincare. We work with CPB as an embedded team, translating campaign strategy into digital experiences for every product launch.
Each launch is treated as its own campaign, with its own audience and its own place in the funnel, from first introduction to purchase decision.
The result is a set of pages that read like a magazine spread rather than an e-commerce banner, while still reliably driving to checkout.
Challenges & Objectives
CPB didn’t come to us with a “build us a landing page” brief. Every product launch is its own campaign, and none of them could be forced into a single, universal template.
Each page also had to protect the reputation of a brand built for decades through magazine editorial, not performance banners. That meant working inside an already established design system and staying aligned across multiple teams.
The difficulty was that “luxury” and “conversion” aren’t opposites here. They have to work in the same breath.
Clé de Peau Beauté
Three campaigns, one funnel: how every product launch becomes its own story that still leads to checkout
Project Overview
Clé de Peau Beauté sits at the very top of luxury skincare. We work with CPB as an embedded team, translating campaign strategy into digital experiences for every product launch.
Each launch is treated as its own campaign, with its own audience and its own place in the funnel, from first introduction to purchase decision.
The result is a set of pages that read like a magazine spread rather than an e-commerce banner, while still reliably driving to checkout.
Challenges & Objectives
CPB didn’t come to us with a “build us a landing page” brief. Every product launch is its own campaign, and none of them could be forced into a single, universal template.
Each page also had to protect the reputation of a brand built for decades through magazine editorial, not performance banners. That meant working inside an already established design system and staying aligned across multiple teams.
The difficulty was that “luxury” and “conversion” aren’t opposites here. They have to work in the same breath.
Client
Clé de Peau Beauté
Industry
Luxury Skincare
Services
Campaign Strategy
UX/UI Design
Copywriting Direction
Design Systems
Timeline
Ongoing
Year
Client
Clé de Peau Beauté
Industry
Luxury Skincare
Services
Campaign Strategy
UX/UI Design
Copywriting Direction
Design Systems
Timeline
Ongoing
Year
Working Inside CPB’s Design System
Clé de Peau Beauté’s visual language is among the most codified in luxury beauty. Rather than introducing new fonts, colours or marks, we work strictly within the brand’s established system — its typography, spacing rules and photographic codes — and extend it only where a campaign demands a module that does not yet exist. Every extension is prototyped, documented and proposed back into CPB’s Figma component library, so the system grows with each launch without ever being diluted.
Working Inside CPB’s Design System
Clé de Peau Beauté’s visual language is among the most codified in luxury beauty. Rather than introducing new fonts, colours or marks, we work strictly within the brand’s established system — its typography, spacing rules and photographic codes — and extend it only where a campaign demands a module that does not yet exist. Every extension is prototyped, documented and proposed back into CPB’s Figma component library, so the system grows with each launch without ever being diluted.
Our Approach
We didn’t take the project back to our own studio. We embedded inside CPB’s process instead, working daily alongside their team: reviewing campaigns, critiquing layouts, deciding exactly where in the scroll the product should breathe and where the science should speak. Every new campaign still gets the same level of care as the first one, because this is a partnership, not a single delivery.
Our Approach
We didn’t take the project back to our own studio. We embedded inside CPB’s process instead, working daily alongside their team: reviewing campaigns, critiquing layouts, deciding exactly where in the scroll the product should breathe and where the science should speak. Every new campaign still gets the same level of care as the first one, because this is a partnership, not a single delivery.
Funnel mechanics: from the hook headline to checkout
Every campaign page follows the same structure, but the emotional entry point changes with the audience. First a hook: headline plus a large-scale product visual. Then proof: science, efficacy, or emotion, depending on the campaign. Then a ritual moment that pulls the user into actually using the product. Only after that comes the calm, inevitable move into product cards and the CTA. The scroll is long and cinematic on purpose. The longer someone stays inside the story, the more likely they arrive at the purchase decision already warmed up instead of cold.
Navigation and CTAs are placed so commerce never interrupts the narrative. It simply appears as the next logical step, right at the point where interest has actually built up.
Segmentation through campaign, not through inbox
CPB doesn't run classic email-list segmentation. Segmentation happens at the campaign level instead. Each of the three pages is a distinct entry point for a distinct audience segment. Radiant Cream Foundation sits at the intersection of makeup and skincare. Restorative Cream Supreme speaks to the rational buyer through data and science. La Crème speaks to the luxury buyer, for whom the deciding factor is emotion and status rather than formula specs. Three different copywriting tones, one brand system holding them together.
Copy and visuals as a single campaign score
Content is shaped in close collaboration with CPB's copywriters and art directors. We set the rhythm of the page before a single line is written: where the science lives, where the imagery is left to simply breathe without copy, where the product takes over the scene entirely. Headlines, CTA microcopy, and the visual sequence aren't assembled afterward from ready-made blocks. They're composed together from the start, built around a specific campaign and its segment.
Funnel mechanics: from the hook headline to checkout
Every campaign page follows the same structure, but the emotional entry point changes with the audience. First a hook: headline plus a large-scale product visual. Then proof: science, efficacy, or emotion, depending on the campaign. Then a ritual moment that pulls the user into actually using the product. Only after that comes the calm, inevitable move into product cards and the CTA. The scroll is long and cinematic on purpose. The longer someone stays inside the story, the more likely they arrive at the purchase decision already warmed up instead of cold.
Navigation and CTAs are placed so commerce never interrupts the narrative. It simply appears as the next logical step, right at the point where interest has actually built up.
Segmentation through campaign, not through inbox
CPB doesn't run classic email-list segmentation. Segmentation happens at the campaign level instead. Each of the three pages is a distinct entry point for a distinct audience segment. Radiant Cream Foundation sits at the intersection of makeup and skincare. Restorative Cream Supreme speaks to the rational buyer through data and science. La Crème speaks to the luxury buyer, for whom the deciding factor is emotion and status rather than formula specs. Three different copywriting tones, one brand system holding them together.
Copy and visuals as a single campaign score
Content is shaped in close collaboration with CPB's copywriters and art directors. We set the rhythm of the page before a single line is written: where the science lives, where the imagery is left to simply breathe without copy, where the product takes over the scene entirely. Headlines, CTA microcopy, and the visual sequence aren't assembled afterward from ready-made blocks. They're composed together from the start, built around a specific campaign and its segment.
UI strategy: a system that grows with every campaign
We work inside CPB's existing Figma component library. It's the foundation for every campaign page. When a launch calls for a module the system doesn't have yet, we don't improvise it on the fly. We prototype it and propose it as a proper extension of the library, so every new campaign strengthens the system instead of leaving behind one-off exceptions.
Art direction: restrained opulence
The visual language reads instantly: full-bleed campaign photography, generous white space, restrained typography, minimal motion. Nothing shouts. Light, texture, and craft carry the page the same way they carry the product itself. The digital page picks up the cadence of a printed luxury magazine, simply carried over to screen.
UI strategy: a system that grows with every campaign
We work inside CPB's existing Figma component library. It's the foundation for every campaign page. When a launch calls for a module the system doesn't have yet, we don't improvise it on the fly. We prototype it and propose it as a proper extension of the library, so every new campaign strengthens the system instead of leaving behind one-off exceptions.
Art direction: restrained opulence
The visual language reads instantly: full-bleed campaign photography, generous white space, restrained typography, minimal motion. Nothing shouts. Light, texture, and craft carry the page the same way they carry the product itself. The digital page picks up the cadence of a printed luxury magazine, simply carried over to screen.
Solution: three campaigns, three funnels, one brand code
Radiant Cream Foundation
Segment: the audience at the intersection of makeup and skincare, choosing a foundation for how it feels on skin, not just how it looks. Mechanic: the opening leans on scale: a large, close-up shot of the product's texture, then a move into the “go beyond full coverage” story through portrait photography. Headlines speak in the language of a beauty editorial, while the product cards at the end of the page shift cleanly into retail mode. The funnel moves from magazine tone into shopping mode without a hard cut.
Solution: three campaigns, three funnels, one brand code
Radiant Cream Foundation
Segment: the audience at the intersection of makeup and skincare, choosing a foundation for how it feels on skin, not just how it looks. Mechanic: the opening leans on scale: a large, close-up shot of the product's texture, then a move into the “go beyond full coverage” story through portrait photography. Headlines speak in the language of a beauty editorial, while the product cards at the end of the page shift cleanly into retail mode. The funnel moves from magazine tone into shopping mode without a hard cut.
Restorative Cream Supreme
Segment: the rational anti-age buyer, who needs proof, not just an image. Mechanic: the page is built around proof. “Two decades of regenerative science” opens the chapter, followed by close macro shots of the formula, editorial-style stat callouts (“25% less visible lines,” “42% firmer skin”), and a smooth handoff into the Supreme Age Artisans collection. The numbers aren’t marketing badges here. They’re composed into the page’s visual rhythm as carefully as the copy is, which is exactly what makes the move toward purchase feel rational rather than pushed.
Restorative Cream Supreme
Segment: the rational anti-age buyer, who needs proof, not just an image. Mechanic: the page is built around proof. “Two decades of regenerative science” opens the chapter, followed by close macro shots of the formula, editorial-style stat callouts (“25% less visible lines,” “42% firmer skin”), and a smooth handoff into the Supreme Age Artisans collection. The numbers aren’t marketing badges here. They’re composed into the page’s visual rhythm as carefully as the copy is, which is exactly what makes the move toward purchase feel rational rather than pushed.
La Crème
Segment: the luxury buyer, for whom the deciding argument is status and emotion, not ingredient list. Mechanic: the most emotional of the three. It opens on a near-black screen with a single drop of light, then a quote (“radiance comes from the moments that shape us”) works as an epigraph. The page explains less and shows more: portrait photography, close-up shots of the cream’s texture, rare ingredients presented like jewellery rather than an INCI list. The funnel here is shorter and almost argument-free. The decision gets made at the level of feeling, long before the product card appears.
La Crème
Segment: the luxury buyer, for whom the deciding argument is status and emotion, not ingredient list. Mechanic: the most emotional of the three. It opens on a near-black screen with a single drop of light, then a quote (“radiance comes from the moments that shape us”) works as an epigraph. The page explains less and shows more: portrait photography, close-up shots of the cream’s texture, rare ingredients presented like jewellery rather than an INCI list. The funnel here is shorter and almost argument-free. The decision gets made at the level of feeling, long before the product card appears.
Deliverables
Campaign landing pages for three key product launches
A dedicated funnel and pacing for each audience segment
Extension and documentation of CPB’s Figma component library
A content-pacing guide (copy / visual / product rhythm) for future campaigns
Outcome
Eight product launches since 2025 have used this approach, including the three campaigns shown here: Radiant Cream Foundation, Restorative Cream Supreme and La Crème. CPB now has campaign-specific page designs supported by a shared Figma library, with documented components and page structures already being reused for new launches. Our team remains embedded in CPB’s review process, carrying the work forward with its copywriters and art directors.
Deliverables
Campaign landing pages for three key product launches
A dedicated funnel and pacing for each audience segment
Extension and documentation of CPB’s Figma component library
A content-pacing guide (copy / visual / product rhythm) for future campaigns
Outcome
Eight product launches since 2025 have used this approach, including the three campaigns shown here: Radiant Cream Foundation, Restorative Cream Supreme and La Crème. CPB now has campaign-specific page designs supported by a shared Figma library, with documented components and page structures already being reused for new launches. Our team remains embedded in CPB’s review process, carrying the work forward with its copywriters and art directors.
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