KISSME Cosmetics
Japanese long-lasting beauty brand reimagined with unified design.
Role
Lead Designer
Client
KISSME Cosmetics
Services
Visual Identity Development
Packaging Design
UI Design
Industries
Beauty
Year
2024-2025
Problem
People need a way to explore KISSME Cosmetics through approachable and thoughtful lipstick packaging because they want to feel confident purchasing as first-time shoppers and connect with a brand that feels both trustworthy and visually appealing.
Hypothesis
We believe that by redesigning KISSME Cosmetics’ lipstick packaging to align with the updated brand identity and creating a more modern, responsive website and mobile experience, we will improve brand perception and user engagement.
We will know this to be true by increased site traffic, longer session durations, and positive feedback from first-time shoppers.
In order to understand how to better serve first-time beauty product shoppers and align with a modern beauty brand, I conducted a visual audit, user survey, and five interviews with three individuals. The goal was to identify pain points in product packaging and online shopping flow, particularly on desktop and mobile.
78%
of first-time users say packaging strongly influences their decision to try a new beauty product.
52%
of mobile users felt that navigating beauty sites is frustrating, especially when searching for specific shades or reviews.
65%
of surveyed shoppers noted that unclear product visuals or descriptions online cause hesitation to purchase.
61%
of participants reported they are more likely to trust a brand if the digital experience feels modern and well-designed.
71%
of users prefer minimalist packaging that reflects brand values like sustainability and quality.
59%
of users said they would abandon their cart if product pages were difficult to navigate on mobile.
Competitive Analysis
For this project, I analyzed Huda Beauty, Glossier, and Tower 28: three prominent beauty brands with strong digital presences and distinct visual identities. Each brand was assessed across key UX and branding categories.
Personas
These profiles guided design decisions for both lipstick packaging and the responsive digital experience, ensuring that KISSME Cosmetics not only speaks to its diverse customer base but also provides an accessible, inspiring, and confidence-building beauty journey across touchpoints.
User Flow
To understand our users' needs, we created a user flow to help us understand their process of finishing an important task on our app. Here you will see the user going onto the landing page, creating an account, signing in, and purchasing a beauty product.
Styletile
Next, we created a style guide that represents the new brand identity and gives KISSME a refreshing style. We used a mix of warm tones to tell our users that we are focusing on making their packaging clean as well as their user experience.
Mid-Fidelity Wireframes
Our mid-fidelity wireframes show our sketches come to life. We took what our users asked for and optimized the website that gives them what they need. All we need to do now is add color, images, and design to create this for all users.
High-Fidelity Wireframes
Our high-fidelity mockups show our mid-fidelity wireframes in full color with designs and images. These are our final desktop screens before we do user testing and find any flaws or hiccups in our design.
Prototype
I created a prototype to show our developers and users what exactly this dashboard will look like and what features it will have.
Reflections
After redesigning their brand, lipstick packaging, and modernizing their website, I would like to go more in-depth in terms of accessibility. The color palette is accessibility tested and ensured that the overall design will not cause our user to be distracted by unnecessary popups. I'd like to add more animation interactions and correct some of the ones I attempted to execute in the prototype.