Case Studies

Estee Lauder

Ultra 16's successful re-design of led Estee Lauder to use the site as a standard of best practices for all their brands, effectively setting the benchmark of interactive design and e-commerce for the Estee Lauder family of companies.


A flagship brand of the Estee Lauder family, Clinique is considered a "rule maker" in defining and redefining the core elements of skin care. When it was determined that their existing online presence was not meeting brand objectives, Clinique looked to Ultra 16 to transform into a brand-defining, trend-setting environment that also offered a robust yet elegant shopping experience. Key objectives were ease-of-use and the creation of personalized content and product listings that reinforce the Clinique value proposition and revolutionize how cosmetics are sold online.


Working closely with Clinique management and key stakeholders, Ultra 16 developed a CRM/user strategy, visual design, user experience and architecture that reflects the innovation and intelligent simplicity of the Clinique brand. The design of the Clinique website places the product as hero with a visual language that is clean yet playful. To create a consistent user experience the architecture uses a set of modular elements that establish page and site conformity and enable the user to quickly understand and navigate within the site structure. The CRM strategy called for an intensive registration drive, this was underlined through the careful architecting of personalization features offered to the registered user.


The domestic site launch was so successful that Ultra 16 was contracted by Clinique's International division to develop five foreign-language international sites using the domestic platform and design. Ultra 16 was also engaged to develop a number of microsites for the international divisions for Clinique. Ultra 16 met with each of the international heads to understand how users in each of these countries research (and/or purchase) cosmetic products online. The results were branded, relevant educational sites for each of the nine countries where Clinique has as online presence.