Taking better care of a global skincare brand’s new website


O’Keeffe’s produce hardworking skincare products for extremely dry cracked hands, feet, lips and skin. Established in the US in 2000, the brand expanded into the UK and Europe in 2012.

With a website that was dated, not responsive and managed by the US, O’Keeffe’s turned to One Brand Magic. Our brief was to create a user-friendly site that showcased the entire range and listed O’Keeffe’s stockists. Managed by the UK marketing team, the final site would be rolled out across 11 different territories.


Focussed on improving the overall user experience, we developed a responsive WordPress multi-site that reflected the secondary colour palette used on their products. Careful attention was given to the 80% of users likely to view the website on mobiles and tablets. In particular, designing the thumb-sized buttons to allow easy, one-handed navigation.

It was also important to include user reviews on the site, as those who try O’Keeffe’s products often become advocates. We also added a multi-categorised blog to support their content strategy and social media activity, as managed by One Brand Magic’s Social and PR team.


In the first month after launch, traffic to okeefesco.co.uk doubled compared to the previous site and the average visit duration increased from 20 seconds to over 2 minutes.

View the website here: www.okeeffesco.co.uk


Increase in site traffic


Site visit duration increase