Eco-conscious fragrances for body + home

Driven by sustainability and transparent formulations, CLEAN's collection of fragrances have become coveted in the industry, and can be found globally at big-name retailers such as Sephora and Space NK. To support their mission, I designed + developed their Shopify site, shot multiple campaigns, and created their visual Instagram strategy.

Design / Development / Photography / Social Curation


Shop All: Collection-Based Sliders

With four fundamentally unique product lines, CLEAN's shop all landing page needed a modern, minimal layout to showcase its collections without burying products in a traditional vertical scroll style. To achieve this, I created five horizontal sliders – four for its collection, and one that focuses on fragrane notes.  This design offers a concise and easy way for customers to learn about the differences between collections, and allows one to shop them directly without needing to go deeper into the site.

Layer Up 

A large component of CLEAN RESERVE and CLEAN CLASSIC fragrance is layering. Each fragrance in these collections has a more minimal formulation designed to mix and match with other fragrances in its respective product line. I created a layering module designed to help customers find the perfect layering companion for their favorite fragrances. When you click a fragrance, a slider is brought up showing CLEAN's various layering recomendations, and a short excerpt detailing the final pairing outcome. 


Campaign + Social Photography

From product launches to holiday campaigns, I've had numerous studio sessions with CLEAN . These images have supported the brand's marketing and press campaigns, paid media efforts, and social media strategy.

Social Media Curation

As part of a larger brand refresh, one area that CLEAN needed new direction on was Instagram. Prior to their current tone, their social platforms leaned a bit colder, and didn't strike an even balance between product pushes and warmer human elements. This new direction not only incorporates these missing elements, but also builds upon it with the addition of ingredient profiles, more UGC, and aspirational lifestyle content. 


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Brooklyn, NY
Instagram: @joeycupelli

© Joey Cupelli 2021