02.06.09
webpick of the week
Consumer Goods, Branding
Founded during the beauty revolution of the ’70s, this product line is known for trend-setting ideas that translate into innovative products. To reignite the spirit that made the brand so successful this site has been transformed into a digital hub of education and product information.
The main navigation is highly interactive, while meeting search engine and ADA compliance standards, with a design inspired by the print collateral. A dynamic left hand nav consists of bold, black defiant type, with a rollover effect that encourages visitors to explore. It’s compelling, on-brand and is largely responsible for the visual success of the site.
Although the product imagery and descriptions are as thorough and useful as any other personal care product, it’s the edgy, compelling video and photography galleries that will keep people coming back. Consisting of video style tips for the products and gallery of looks, it’s exactly what a fashion-forward audience wants to see.
• Production took eight months and was a part of Sebastian Professional’s brand re-launch.
• The site has approximately 40 videos and 225 images.
• SWFObject replaced an HTML navigation; it creates a rich experience for visitors without sacrificing SEO.
• Based on Procter & Gamble requirements, the site was developed and tested for the following browsers: IE 6.0 and 7.0; Firefox 1.5 and 2.0; and Safari 2.0.1 for Mac and 3.0 for Windows (the site was not built to support Safari for Mac).
• For the campaign period August–December 2008, site visits increased 400 percent; from an engagement standpoint, it scored 160 percent higher than the category average for peer professional hair care brands.
www.resource.comwww.spacejunkmedia.com