Sensory WordPress website development for Paixão
Founded in 1904, Coty is one of the world’s largest beauty companies and a global leader in fragrances. The company partnered with Dexa to develop the WordPress website for Paixão, marking the brand’s first-ever mobile-first digital presence.
The challenge was to digitally translate the brand's sensory essence through a modern, engaging UX that aligned with its visual repositioning. Beyond the visual creation, Dexa was responsible for content and end-to-end development, building the environment from scratch in just three months.
CONTEXT
Translating brand sensoriality into the digital realm
CHALLENGE
Paixão required its first mobile-first website, one capable of digitally conveying the sensory essence found in its products. The mission was to build the entire environment from scratch, aligning the site launch with the brand’s visual repositioning across social media.
High-impact visuals
Rich imagery, textures, and graphic elements were essential to reinforce the brand's sensory identity. The challenge lay in integrating these high-fidelity assets without compromising site performance.
Lightness & fluidity
Maintaining speed and a seamless user experience was critical. Despite the high volume of visual elements, the platform needed to ensure smooth transitions and intuitive navigation.
WordPress development: integrated design, content, and technology
Dexa structured the WordPress website development for Paixão by combining sensory UX, a component library based on the brand’s Design System, and Agile methodologies. WordPress was selected for its ease of use and speed of content updates, ensuring the team's autonomy. Agile workflows provided the necessary pace and reliability to meet the ambitious three-month deadline.
Digital presence that translates brand essence and powers rebranding
The WordPress website development for Paixão delivered a platform that truly captures the brand's sensory soul, blending striking aesthetics with visual consistency and fluid navigation. The new site amplified the portfolio relaunch by connecting the brand’s identity with its audience through a digital experience that aligns with its sensory universe.
Paixão (Coty)
Paixão is one of the iconic brands under the Coty portfolio, globally recognized for its signature body oils and evocative fragrances. As part of one of the world’s leading beauty conglomerates, the brand stands out for its strong sensory identity and its deep-rooted presence across the Brazilian market.
