Dow Corning’s Beauty and Personal Care business unit was in the middle of a strategic shift—from “chemical company” to “beauty care” company. And it needed a new Web presence that would reflect that. Our objective was a total refresh, but within the existing corporate website parameters. Under a new brand platform we invented for this business unit—“Beauty with Impact”—we made Dow Corning’s site feel more like its customers’ sites. From design and functionality to content reorganization and structure, to the very words we put on the page, we made Dow Corning look and sound more “consumer”—mimicking the bold look and feel of a high-end beauty products company—so customers would more closely identify themselves (and their customers) with the company. Business units throughout Dow Corning have cited the refresh as an example of how to create what essentially looks like an entirely new site, yet one that lives within the existing corporate confines, and on the existing CMS and structure. It’s a refresh that reinvigorated Dow Corning Beauty and Personal Care and is being modeled for future business areas' website redos.