CASE STUDY: STARPIL WAX
Evergreen Content + UX for Dual Audiences
Role: Content Manager / Creative Lead
Scope: Paid media creative, UX-informed web design, content strategy
Channels: Paid social, homepage, product pages, navigation, UGC
I led evergreen content and UX strategy for Starpil Wax across both B2B (professional) and DTC (retail) audiences, ensuring each experience felt intuitive, relevant, and conversion-focused while maintaining a cohesive brand system.
Overview
Starpil serves two distinct audiences within the same ecosystem: professional users (salon owners, estheticians, and students) and retail consumers looking for confidence and clarity around at-home waxing. The challenge was creating evergreen creative and UX that addressed both audiences directly—reducing friction in product discovery, supporting conversion across paid and on-site experiences, and maintaining a cohesive brand experience throughout.
The Challenge
The Strategy
I approached both paid media and on-site UX through an audience-first lens, clearly separating how we communicate with professionals versus at-home users.
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Direct, benefit-forward messaging
Assumes product familiarity
Focused on performance, efficiency, and trust
Professional kits and tools surfaced immediately
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Educational and confidence-building
Explained why products work and how to use them
Emphasized ease, safety, and outcomes
Balanced education with clear purchasing paths
The goal across both funnels was the same: make the decision feel easy, just with different inputs.
The Approach
The Approach
Paid Media
Evergreen paid media creative was developed with clear audience distinction: B2B ads were concise and direct, while DTC ads leaned more educational, highlighting product benefits and real-world use cases
UX & Navigation (Retail)
The “Find Your Wax” experience was redesigned to guide retail users by need, such as facial versus body waxing, while directly addressing at home concerns and still supporting professionals and students who shop through the retail storefront.
Homepage Optimization
Homepage experiences were optimized to surface all in one kits immediately, reducing decision fatigue and helping users enter the funnel faster. On the retail homepage, kits were organized around clear use cases such as facial waxing, leg waxing, and full body waxing, allowing at home users to quickly identify the right solution for their needs. Viral UGC content was incorporated directly on the homepage to show wax in action, reinforcing trust and demonstrating real results.
On the professional side, homepage content emphasized professional grade kits, including Brazilian waxing kits, student kits, and facial waxing kits, aligning with how salon owners and estheticians shop and make decisions.
Product Page Enhancements
Product pages were enhanced to support education and confidence through visual storytelling. Wax benefits were broken down directly within product imagery, making key differentiators easy to understand at a glance. GIF based how to sections were added to demonstrate proper use and technique, reducing uncertainty for both professional and retail users.
UGC was integrated strategically across product pages, with professional focused content prioritized on pro pages and a mix of professional and at home demonstrations featured on retail pages, including self waxing content. This approach helped bridge education, trust, and conversion while maintaining a cohesive brand experience across both audiences.
What This Work Demonstrates
This project reflects my approach to content and creative leadership: starting with audience understanding, building systems that scale across channels, and designing experiences that make decision making feel simple. Whether working in paid media, UX, or on site content, my focus is always on clarity, confidence, and long term performance.
