Skin Laundry is a global skincare brand specializing in advanced laser facials and high-performance skincare products. With clinics across multiple regions, they provide cutting-edge treatments designed to improve skin health for all types and tones.
Skin Laundry was rapidly expanding its presence and needed a marketing website that could scale alongside the business. Their existing CMS was limiting, requiring developer intervention for even the smallest updates, slowing down iteration and increasing costs. To keep up with demand and allow their marketing team to operate more independently, Skin Laundry needed a solution that was flexible, scalable, and easy to maintain.
As the engineering lead, I built a new marketing website that incorporated a complete rebrand, a robust blogging platform, and seamless Shopify product integration—all powered by Builder.io. This transition gave Skin Laundry the tools to launch campaigns, products, and acquisition funnels in minutes rather than days or weeks.
One of the biggest challenges was localizing content across multiple regions, including the U.S., Europe, and Hong Kong. I implemented a flexible localization framework within Builder.io, allowing Skin Laundry to operate region-specific homepages and tailor content for different markets. This significantly increased their global reach and improved engagement with international customers.
By leveraging Builder.io’s visual CMS, we doubled engineering efficiency and drastically reduced reliance on developers for routine marketing updates. This shift saved the company $20,000 per month in marketing costs while also increasing site performance and flexibility. The marketing and design teams could now make changes, test new ideas, and iterate without requiring engineering involvement, leading to faster campaign execution.
In addition to improving operational efficiency, the new website directly impacted Skin Laundry’s business growth. Lead acquisitions increased by 5%, and appointment bookings improved by 3.5%, helping drive both new customer acquisition and retention. The integration of analytics and A/B testing tools allowed for continuous optimization, ensuring that content and conversion strategies were always data-driven.
Throughout the project, I worked closely with marketing, product, and design teams to ensure seamless collaboration. By enabling these teams to operate with greater independence, we significantly increased the speed of iterations and updates, leading to a more agile and responsive digital presence for the brand.
Skin Laundry’s website transformation not only streamlined internal workflows but also positioned the company for continued growth. By leveraging a modern CMS with integrated tools for localization, analytics, and content management, we created a scalable foundation that empowers the brand to evolve without technical limitations.
