# Ethique

# Ethique
## Bringing a Brand  Refresh to Life
Web Development • UX & UI Design 

### The brief
Ethique, a sustainability-focused beauty brand, was in the middle of a major packaging and brand refresh and needed their website to reflect the updated visual identity. With new colors, iconography, and creative direction rolling out, the Ethique team partnered with Roswell to modernize key on-site elements and ensure the brand’s digital presence felt cohesive, elevated, and aligned with the refreshed look and feel.


### The approach
Roswell focused on translating the new brand system into a seamless on-site experience. Core priorities included updating color palettes, iconography, and UI elements, while refining the PDP, PLP, and homepage to elevate UX and support stronger conversion paths. The team also collaborated closely with Ethique’s internal design group to ensure site updates remained true to their creative vision.

### The execution
Brand System Integration  Updated brand colors, icons, buttons, and global UI elements across the site to reflect the refreshed Ethique branding. Homepage Refresh  Implemented a modernized layout aligned with the new creative direction, improving clarity, merchandising space, and overall user flow. PDP Enhancements  Refreshed the PDP design to highlight updated visuals and added a sticky “Add to Bag” feature to support higher conversion and easier shopping. PLP Simplification  Streamlined product listing pages to improve browseability and merchandising flexibility. Cross-Sell & Upsell Activation  Integrated Rebuy to support personalized product recommendations and increase AOV through seamless upsell opportunities.

### The results
Immediate Revenue Impact Rebuy delivered a 4.01% total revenue lift in just 30 days. Cart recommendations fueled 50% of conversions, while discovery widgets drove another 25%, maintaining steady daily volume and high-engagement spikes.
 Optimized Shopping Flow Personalized pathways across PDPs and PLPs converted browsers into buyers. Cart placements maximized AOV, while discovery tools streamlined the flow from landing pages to checkout with higher intent.
 Scalable Long-Term Value Now an evergreen channel, Rebuy provides a scalable foundation for incremental growth. Ongoing optimization ensures long-term conversion efficiency and a consistently high return on investment.

## Our Work
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## Contact Information
Address: 225 Broadway Suite 3100, New York, NY 10007
Phone: 212.227.6140
Email: contact@roswellstudios.com

## About Roswell
We are a full service eCommerce agency providing conversion focused experiences for direct-to-consumer (DTC) and B2B brands. Our portfolio grossed over $350M USD in 2024.