Work / Plane Skin
Beauty & e-commerce · UK
Getting a new skincare brand ready for take-off.
A pre-launch e-commerce site for Plane Skin, an in-flight skincare brand whose first product, the Hydration Kit, turns flight time into a simple six-step skin ritual.
The challenge
A brand-new category, and no product on shelves yet.
Plane Skin needed to build demand before launch. In-flight skincare is a new idea for most shoppers, so the site had to explain the concept in seconds, make the product feel desirable before anyone could hold it, and turn that interest into a list of people ready to buy on day one.
Our approach
Make every page feel like the start of a trip.
We built the whole experience around travel: a “boarding list” instead of a newsletter, a “boarding pass” that guides the six steps, and copy like “Skincare is boarding.” The hero puts email sign-up front and centre, real in-flight photography sells the feeling, and WooCommerce is ready for pre-orders the moment the kit goes live.
What we delivered
-
01
Travel-led brand voice
A playful, on-theme tone of voice carried through headlines, buttons and emails.
-
02
Conversion-first homepage
An above-the-fold email capture with one clear action: get first access.
-
03
Product storytelling
The Hydration Kit explained step by step, from settling in to landing refreshed.
-
04
WooCommerce pre-orders
A store set up for pre-orders, UK-only shipping and a simple 14-day returns policy.
-
05
Email marketing
A Mailchimp boarding list to collect sign-ups and announce launch news.
-
06
Content hub
A journal and FAQ section to answer questions and support search and social.
Inside the build
Selling a feeling before selling a product.
Boarding-list sign-up
Email capture in the hero and throughout the page, with launch-news-only reassurance.
Six-step routine
A guided ritual that makes a new product easy to understand.
Pre-order ready
WooCommerce configured so sales can open the moment the kit lands.
Questions, answered
An FAQ that tackles cabin-bag rules, shipping and returns up front.