Designing the eCommerce and brand launch experience for Jonathan Van Ness's namesake brand.
As a leading innovator in clean science, Amyris has leveraged their hero ingredient Hemisqualane across brands like Biossance and Pipette to become a market leader in the clean beauty revolution. The launch of JVN by Jonathan Van Ness represents a new milestone: a major foray into the fast growing clean haircare segment - currently the fastest growing segment within the clean beauty space.
Working with the brand foundation and packaging system that Jonathan and his team developed, we approached the project from three crucial viewpoints: Jonathans energy and personality, the dedicated and engaged fanbase that Jonathan has nurtured and organically grown over the years, and the critical paths and experiences that modern, socially-driven mobile commerce customers expect and demand of digitally native DTC brand launches.
Throughout the project, we kept a laser like focus on serving those 3 core segments while designing an eCommerce experience that's expressive and emotional while highly effect at driving conversion, ongoing engagement and brand loyalty. From simple one-tap add to cart to deep dives into the clean, eco-conscious science behind the ingredients, our engagement included designing a custom teaser experience to drive awareness and hyper leading up to the launch as well as deep content and UX strategy that balanced design-forward brand elements with frictionless shopping.
In order to keep our team laser focused on the customer and how they would experience the launch, our process involved designing most of the key flows of the site in mobile-only, and then scaling up tablet and desktop once the mobile designs were locked in and approved by Jonathan and his team.
"We appreciate the partnership with Pattern very much" said Catherine Gore, Global President at Biossance. "We had an outstanding first day and a record-breaking launch. Thank you for your passion, dedication and teamwork on this incredible brand launch."
About JVN
Jonathan Van Ness introduces JVN, a haircare line that sees all beauty, serves all beauty, and honors the uniqueness in each of us. Driven to change the beauty industry from within, Jonathan combined the best in effective and clean ingredients, creating an innovative, first of its kind haircare collection that celebrates hair health and the uniqueness of each person. Through patented, award-winning hemisqualane, JVN was born. Before he was an author, podcaster, and TV personality, Jonathan Van Ness was a professional hairstylist working between Los Angeles and New York. Using his platform, Jonathan now brings his unique blend of inclusivity, self-care, and positivity to the haircare industry so that everyone can be their most gorgeous self.
About Pattern
Pattern helps brands unlock their next catalyst moment through experience-driven eCommerce. We design modern brands, eCommerce experiences, products & platforms that help founders, disruptors and visionaries find their place at the intersection of culture, community & commerce.
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