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Launching & Growing a Celebrity Skincare Brand
The Outset, founded by Scarlett Johansson and Kate Foster Lengyel, is a new routine-based clean and conscious skincare brand focused on the basics. The Outset partnered with Barrel to launch their new DTC skincare brand into the market on Shopify Plus. The website blends conversion through subscription, bundling, and storytelling to celebrate the company's unique value prop: Skincare starts with a regimen.
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We designed a scalable framework for The Outset that supported their fast growth, using flexible landing pages to showcase new product collections, highlight ingredient efficacy, and share Scarlett’s skincare philosophy and brand story.
To build anticipation ahead of launch, we created a splash page in parallel with The Outset’s press tour to drive email sign-ups and social follows, helping grow their audience before the site and products went live.
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We integrated skincare routine education through product bundling to increase AOV and reinforce The Outset's mission of guiding customers toward a foundational regimen.
The product page blends compelling storytelling, benefit-driven highlights, and how-to videos to educate customers and drive conversions and subscriptions.
To encourage repeat purchases and build customer loyalty, we added subscription options to product detail pages and used Recharge’s Affinity dashboard to streamline the experience.
Storytelling landing pages spotlight both Scarlett’s journey and the product narratives, connecting customers to the brand’s mission of clean, essential skincare.
Impact
The Outset’s brand launch drove growth, increasing active subscribers and returning customer rates to strengthen loyalty and brand awareness.
11%↑
increase MoM of active subscribers
41%↑
returning customer rate
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