The Outset | Barrel

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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Designing a Scalable Framework for Fast-Growth

While The Outset started with a conservative product line, they quickly expanded into new product categories and needed a website that would evolve as they grew. Flexible landing pages made it easy for The Outset to tell the story behind the effectiveness and intention of each new collection. These pages were also leveraged to highlight the founder's story, ingredients effectiveness, and Scarlett's philosophy behind a skincare regimen.

11%↑

increase MoM of active subscribers

41%↑

returning customer rate

Building Buzz: Generating Leads for the Brand's Debut

In parallel with The Outset’s press release and press tour, we launched a splash page to generate email sign ups and social follows to build anticipation for the site launch. This ensured that The Outset could grow their audience before the site and products were launched a month later.

Integrating Skincare Routine Education Through Bundling

To increase AOV and reinforce The Outset's mission of educating customers about a foundational skin-regimen, we created a bundle PDP that makes it easy to buy all products in a single bundle. As an opportunity to teach customers about how to build their own skincare regimen, we designed custom modules and landing pages that support this storytelling.

Increasing Customer’s LTV Through Subscriptions

To increase The Outset's customer retention, we added subscription to the product detail pages through Recharge. This included a frequency selection depending on how often the customer wanted to receive the subscription and leveraged Recharge's Affinity dashboard to create a seamless subscriber experience.

Continuing Our Partnership Post-Launch

We continued to support The Outset's growth after their initial launch in a quarterly retainer. This included conversion optimizations and an accessibility audit, conducted by Allyant.