Boy Smells, a fragrance and lifestyle brand celebrated for its bold and inclusive identity, embarked on a major brand transformation to elevate its storytelling and customer experience online. Known for its visually rich aesthetic and distinct product narratives, Boy Smells required a digital relaunch that perfectly captured the essence of its new branding. Myntr collaborated closely with creative agency General Ideas, executing a homepage and PDP redesign.
PROJECT TYPE: Homepage and PDP redesign for brand relaunch
TIMEFRAME: April 11, 2025 Launch
TECH STACK: Shopify
SERVICES: Homepage, PDP, Header, Footer redesign for brand relaunch
TEAM: Executed in partnership with creative agency General Ideas; our team led development and UX integrity
Our redesign of the homepage and product detail pages for Boy Smells led to meaningful improvements in customer engagement and shopping behavior:
- Bounce rate on the homepage dropped by 27%, suggesting the new structure gave users a clearer starting point and better incentive to keep exploring.
- More users who landed on the homepage ended up completing a purchase, which points to stronger alignment between navigation, storytelling, and shopping intent.
- On product pages, reached checkout events increased by 41%, and completed checkouts were up 16%, showing that the updated layout made it easier for shoppers to make decisions and move forward.
- The refreshed PDPs saw more engagement across top-selling SKUs, with clearer imagery and hierarchy helping users stay focused and move faster.
Altogether, the redesign gave Boy Smells a cleaner, more confident shopping experience that now better supports their campaigns, product launches, and evolving brand voice.
Boy Smells was undergoing a full brand transformation, led by agency partner General Ideas, and needed a website experience to match. The designs were bold, creative, and visually rich, demanding flawless frontend execution that could bring the new identity to life without compromising performance.
Beyond design fidelity, the relaunch required new UX features to create a more immersive, story-driven customer journey.
We worked closely with the creative team to interpret static design files into dynamic, responsive frontend experiences across the homepage and product detail pages (PDPs).
WE FOCUSED ON:
- Maintaining high visual fidelity to preserve brand intent
- Enhancing layout spacing and modular consistency across the site
- Implementing a dynamic footer system that shifted background color contextually (green footer for certain product lines)
- Ensuring mobile and desktop breakpoints remained smooth and performant
With performance and storytelling both top of mind, our development team used Shopify 2.0’s native tools to ensure long-term maintainability.
WHAT WE DELIVERED:
- Pixel-perfect homepage and PDP builds based on agency-provided Figma files
- Global styling updates for layout spacing, type hierarchy, and image handling
- Footer logic tied to product tags or page context to dynamically shift footer colors
- QA across multiple viewports to ensure consistency across breakpoints and browsers
- Seamless relaunch coordinated with the broader brand campaign rollout
- Elevated visual storytelling through dynamic color and layout cues
- Longer on-site engagement and improved product exploration due to cleaner, more intentional UX
- Frictionless handoff between creative and technical teams, with no relaunch delays
