Beauty launch / Direct selling / 2015–2016
Zyel launched Tyra.com and supported the broader TYRA Beauty push with product storytelling, offer flows, media timing, attribution, and operational utilities.
Original Tyra.com launch work
The mobile journey kept product storytelling and the next action connected during a high-attention media moment.
Launch / Commerce / OperationsTYRA Beauty needed Tyra.com ready for the attention surrounding the final season of Celebrity Apprentice. Brand storytelling, products, offers, media, and the path into the customer relationship system had to arrive as a coordinated launch rather than a collection of separate deliverables.
The site was not a brochure. It was the handoff between attention and action.
Zyel built a fast, conversion-minded launch experience with clear product storytelling and tracked landing pages. Content and offers were scheduled around the media run, while on-site collaboration in Los Angeles kept creative, production, and launch execution aligned.
Behind the launch, source history also shows the operational reality of direct selling: customer geography, sponsor assignment, promotions, fees, commissions, attribution, and exception handling all needed dependable utilities and data.
The work gave TYRA Beauty a digital front door suited to the scale of the launch. Visitors received a coherent branded journey, while the business had a connected path from campaign attention through offers and into customer operations.
No numerical performance claims are published here because verified launch metrics are not available.