TRESEMMÉ YOUTUBE

YOUTUBE CHANNEL
Agency: Deep Focus | Role: Designer

We were asked to drive more engagement and push products via TRESemmé’s online audience. We leveraged YouTube’s new custom channel features and e-commerce functionality, to position products alongside editorial content aimed at our audience. Our challenge was to use UX and design to improve the navigation and content sorting/architecture, and to optimize discoverability on the channel.

Our primary audience was the Savvy Style Seeker (Females 18-34, who are in transition in their lives, they're fun loving, fashionable, and in-the-know). The Savvy Style Seeker is a visual learner, her Google is YouTube. She follows fashion and hair trends but she doesn't have a ton of disposable income to be at the front-edge of fashion every season.

Many Savvy Style Seekers agreed that they look for changes because they are bored, which means that the content needed to be organized in a way that allows for guidance, inspiration and discovery. With YouTube, she wants to be shown the way. She can do her hair herself, she just needs to be shown how.