—%
PDP CVR (TBD)
—%
Return Rate (TBD)
—
Claim-Compliance Coverage
The Challenge
LED skincare devices sold by spec — 'Photon LED Face Mask,' 'LED Neck Mask' — in a category shoppers navigate by goal.
Viva Glam's line — Photon LED Face Mask, Photon LED Neck Mask, Acne Light Therapy Patch — sits between miracle-machine hype and generic beauty-gadget noise. The category defaults to two failure modes: over-promising 'visible results' language that trains shoppers to distrust, or dry spec-first navigation. Shoppers don't browse by device type. They browse by the goal they came for.
Strategic Insight
"Goal-led navigation (Glow / Recovery / Neck Care) plus strict appearance-support claim language does more for conversion than any single hero rewrite. Specificity, not intensity, is what makes the category trust a device."
My Contribution
01Goal-Led IA (Glow · Recovery · Neck Care)
02Appearance-Support Claim System ('supports,' 'helps,' 'visible results may vary')
03Week-by-Week Expectation Framework
04PDP Rewrite & Journey Design
The Shift
Before
Vague Claims + Device-Spec Nav
→
After
Goal-Led Nav + Disciplined Claims
The Results
—%
PDP CVR (TBD)
—%
Return Rate (TBD)
—
Claim-Compliance Coverage