DEEP: Skincare for the Melanated

A skincare and dermatologist directory catered towards dark-skinned consumers

 

Fall 2020

DEEP aims to shift the way skincare is advertised within its oversaturated market. The directory centers darker skin tones in the narrative by directly addressing the demographic across multiple platforms.

Instructor

Victoria Chi

Collaborators

Molly Mills, Jillian Tyler

Areas of Focus

Identity, Strategy, UI/UX

IDENTITY

The “bump” implemented in the logotype is inspired by textured skin, while the extensive color palette is bold, earthy, and gender-neutral.

STRATEGY

DEEP is a directory for products and dermatologists that specialize in darker skin tones.

We conducted user research to consolidate common pain points within the skincare industry. The issues that we decided to focus on were lack of inclusion, education, and streamlined access. Various touchpoints were designed to center the varying needs of those with darker skin tones.

The promotional campaigns shift the focus away from cosmetic skincare.

Instead, DEEP’s messaging normalizes skin variances, while raising awareness on skin disorders that need treatment.

UI/UX

The DEEP website is the primary touchpoint users interact with to get curated treatments.

We created an information architecture that can house the multifaceted nature of the DEEP platform. Users that have taken the skin quiz will experience the site differently with a personalized market and access to the dermatologist repository.