Ridgeline Skin
Men'S Skincare · CPG
Consumer packaged goods men's skincare brand built to make a first-time buyer feel the routine is obvious, not intimidating.
The project
A men's skincare line built around a deliberately short routine. The job was to make skincare feel obvious rather than intimidating to a first-time buyer.
The goals
“Skincare is intimidating to guys who've never bought it. We wanted a three-step routine that felt obvious — not a wall of products to decode.”
— Ridgeline Skin client
- Convert men who have never bought skincare before
- Keep the catalog small and the decision simple
- Build a routine bundle as the default purchase
The outcomes
- Three-product core routine presented as a single decision
- Routine bundle set as the default add-to-cart path
- Clean, no-nonsense brand system that avoids beauty-category clichés
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