The Challenge
US beauty and recovery brand selling FDA-cleared red light and infrared devices needed a storefront that read as medically credible, not as a dropshipping gadget site, while serving two distinct audiences (skincare and pain relief) without creating two separate stores.
What I Built
Built shop-by-concern navigation around wrinkles, redness, acne, neck, and pain relief to match search intent. Created a repeatable PDP pattern (promise, proof, how it works, FAQ, guarantee) across 20+ products. Cross-sell between beauty and physiotherapy lines built directly into PDPs rather than left to a homepage carousel.
Results
20+
Products structured on one template
5
Shop-by-concern pathways
3 weeks
Design to launch