BEEKMAN1802

From TV shopping to skincare-led

Beekman 1802 is a skincare brand that started on TV shopping networks, where its founders led the brand through explosive growth without a concentrated e-commerce effort. Today it focuses on goat-milk derived skincare, with artisanal roots the redesign was built to honor. It was a brand people knew from television that now needed to win on the web.

A storefront worthy of the brand

Beekman needed an efficient and engaging e-commerce platform to enhance its brand position and scale digital revenue. The online look and feel had to be focused and unified, so Ruckus was engaged to re-engineer user flows, structure, and design. The goal was digital dominance built on a more intuitive browsing experience, converting a beloved TV brand into a scalable online business. What launched was a full reintroduction of Beekman as a skincare-driven brand, with authentic homage to its agrarian roots.

Sold out, then relaunched

Beekman 1802 tapped Ruckus to lead its first digital campaign during the Holiday 2018 season. Ruckus managed all digital advertising and set up five landing pages with conventions that made browsing more intuitive, running social campaigns across Instagram and Facebook alongside them, with landing pages spanning skincare, men's grooming, and food, each tuned to holiday shoppers. Beekman sold out of inventory much faster than anticipated, prompting several relaunches of the campaign, which together drove 8.8 million total impressions and over $465,000 in conversions directly from Facebook and Instagram advertising.

From farm to face

Ruckus started with discovery and strategy to understand Beekman's vision, values, and needs, then ran an MVP workshop to extract brand values, sales points, and functional requirements. User stories corrected pain points and maximized functionality, low-fidelity wireframes laid the foundation for constant collaboration, and high-fidelity designs brought brand style, typography, and iconography together.

Ruckus designed every element of the site, preserving Beekman's artisanal look while adding modern design and technology, and weaving the gingham surprise-and-delight pattern throughout for a cohesive visual experience. Custom iconography drew on the farm itself, the barn, the pond, the tree, and the goats, so the brand's agrarian story lived in every detail.

The brand's highest revenue ever

Beekman's redesign shines a light on the brand's artisanal partnerships, from ceramics to blacksmithing to jams, without overwhelming customers or cluttering pages. These are locally-sourced products delivered globally, and several relaunches of the campaign kept demand ahead of supply. The combined holiday campaign and redesign drove record results: over $4 million in e-commerce revenue, the brand's highest ever.