YXA

YXA is a clinical skincare brand with a long formulation history and a small range: an anti-age day cream, a retinol alternative oil serum and a hydration gel with hyaluronic acid. It sells to skin clinics and practitioners rather than over a counter, and meets most of them at aesthetics trade shows. The business runs out of Melbourne, and the website had to do the stand's job for the rest of the year.

Pricing was the problem. A practitioner needs to see their rates, the public should not, and it was all being handled by emailed attachments. The product pages are open to anyone now, with the full description, how to use it, ingredients and delivery. Pricing and ordering sit behind an approved account, with a Request Access button where the price would normally be. Anyone can still save a product to a wishlist.

Everything else on the site is built to get a practitioner as far as that request. The homepage opens on the formulation story and the year the business started, and the history and how-it-works pages carry the rest of it. Product photography is shot against wood, moss and leaves instead of a white sweep. A blog runs underneath it.

The header carries the practical bits: wishlist, account, cart, a language switcher and a Get in Touch button that stays the same from page to page. Someone who wants to talk to a person can do it from anywhere on the site.