This project focused on establishing a cohesive Amazon-first creative system for a men’s grooming and skincare assortment. The brand’s listings lacked consistency across PDPs and A+ content, with uneven premium signals, dense ingredient storytelling and no clear hierarchy guiding shoppers through benefits or regimen use. The result was fragmented presentation across the catalog and weakened conversion performance.

The work centered on defining a repeatable Amazon content architecture that could scale across the full assortment. PDP structure, A+ module sequencing and claims flow were rebuilt to create a clear progression from product promise to proof to usage. Each SKU was mapped to a defined benefit hierarchy, resolving ingredient overload while preserving credibility and compliance.

Visual direction was reset at the system level. Photography and retouching standards were defined to support a premium, masculine aesthetic aligned with the packaging, including texture control, color balance and surface detail treatment. Existing imagery was selectively salvaged and rebuilt to meet the new standards, ensuring consistency across the line without reshooting the entire catalog.

A modular A+ framework was designed to balance dark and light themes, improve scannability and create visual rhythm across SKUs. Comparison matrices and how-to-use flows clarified regimen roles and reduced friction for first-time buyers. Copy was edited and rewritten where needed to align with Amazon requirements while maintaining brand tone and clarity.