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Blistex
We partnered with Blistex to restructure how a trusted lip care brand guides shoppers from symptom to solution, turning a crowded product showcase into a clear, intent-driven path that puts the right treatment in front of the right person at the moment they need it most.
Blistex is a dermatologist recommended leader in lip health, but its old homepage worked like a decorative product wall. The full range competed for attention with no hierarchy and no clear entry point.
The result was friction for the people who needed help most. Someone with a painful cold sore had to scroll past cosmetic balms and flavor variants before reaching the treatment that actually solved their problem.
We rebuilt the experience around user intent. High-urgency cold sore solutions now lead, guided discovery helps undecided shoppers, and dermatologist credibility sits exactly where it reassures. Real reviews, FDA-approved treatment messaging, and a clean, scannable structure turn a crowded catalog into a confident path from symptom to solution.
Process
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Products Over Problems
The old homepage led with an "Enhancement Series" of cosmetic balms, pushing flavor and fragrance ahead of treatment. A visitor with an urgent, painful need had to scroll past decorative product shots before reaching anything that solved it.
No Path for the Undecided
With a large portfolio spread across competing lines, shoppers had no way to narrow down what they actually needed. Every product shouted equally, which left the highest-intent buyers stuck in decision paralysis.
Trust Left Unspoken
Despite being dermatologist recommended, the old site buried that credibility. No ratings, no reviews, and no proof to reassure someone making a health-related purchase.
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Intent-Led Hierarchy
We reordered the entire experience around urgency, leading with cold sore solutions, the most time-sensitive reason people arrive. The first thing a visitor sees now matches the reason they came.
Guided Discovery
A clear "Which Blistex is right for me?" entry point routes undecided shoppers through the range, while a direct "Shop Now" serves those who already know. Two intents, two clean paths, no friction.
Proof That Converts
Dermatologist credibility, FDA-approved treatment messaging, and visible star ratings now sit alongside every product. Authority and social proof do the reassuring, so hesitation turns into action.
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The Blistex homepage was rebuilt around a single principle: match the layout to the shopper's intent. Instead of a flat catalog, the new structure leads with the products people search for under pressure, supports them with guided discovery and social proof, and lets the full range breathe in a clean, scannable grid. Every section moves a visitor one step closer to the right choice with less effort.
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Color Palette
The palette pairs the brand's signature red with a clean, clinical neutral base, keeping the interface calm while treatment cues and calls to action carry the visual weight. Restrained category accents add just enough differentiation to help shoppers navigate the range without overwhelming the page.
Typography
A confident, highly legible sans-serif anchors the redesign, giving headlines clinical authority while keeping body copy easy to scan. The type hierarchy makes benefits, product names, and ratings instantly readable at a glance.
Closing
The redesigned system trades decorative density for structural clarity. Generous spacing, consistent product cards, and a restrained color logic let the treatment products lead without losing the warmth of a consumer lip care brand. Ratings, badges, and dual calls to action are built directly into the layout, so trust and conversion live in the structure itself rather than being added on top.
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"Our old site looked busy, but it wasn't really helping anyone. Charly figured out that most people come to us with one specific problem, and they built the whole thing around getting them to the right answer fast. Since the relaunch it feels like the site is finally working as hard as our products do."