Huxley minisite
Client
Sasa
Service
Landing page
Year
2018
A promotional minisite for Huxley, a Korean minimalist skincare brand featuring Sahara prickly pear cactus seed oil, exclusively retailed in Hong Kong through Sasa. Designed to introduce the brand's desert-derived concept, educate consumers on its core ingredient, and drive in-store foot traffic through a free sample redemption form.
Overview
A promotional minisite for Huxley, a Korean minimalist skincare brand featuring Sahara prickly pear cactus seed oil, exclusively retailed in Hong Kong through Sasa. Designed to introduce the brand's desert-derived concept, educate consumers on its core ingredient, and drive in-store foot traffic through a free sample redemption form.
Role & Responsibilities
Owned the project from idea through the finished minisite — concept development, UI design, and front-end implementation.
Challenge
Introduce a new-to-market Korean skincare brand to Hong Kong consumers through Sasa's retail channel. The minisite needed to communicate the brand's desert-origin story and ingredient benefits clearly, while maintaining a minimalist visual tone consistent with Huxley's identity — and convert that engagement into a concrete offline action (visiting a Sasa store to redeem a sample).
Designing at Scale
Warm desert palette — Built the colour system around warm desert tones — sand, ochre, and cactus green — so the page itself evokes Huxley's Sahara origin before a single word of copy is read.
Story-led scroll structure — Sequenced the page as a narrative rather than a feature list: from the brand's belief statement and origin story, through ingredient science and user testimonials, to the product lineup — each section answering the question the previous one raised, ending naturally at the redemption form.
Making skincare science scannable — Translated technical claims (61% linoleic acid, 400x the Vitamin E of olive oil) into circular data overlays and a 4-step extraction diagram, keeping the layout minimal while making the numbers the visual focal point.
From screen to store — Designed the redemption form as the bridge between online engagement and offline action — simple branch selection and contact fields that make visiting a Sasa counter feel like the natural next step rather than a hurdle.
Outcome
Delivered a responsive campaign minisite combining brand storytelling, ingredient education, and a lead-generation redemption flow.
W —
18
HTML5 banner
W —
20
Leaflet design