My Role

Brand Strategy.
Creative Direction.
Photo Direction.
Design Direction.
Creative Marketing.

Sephora Collection US initially leveraged assets from the creative team in France, these images, videos and overall experience didn’t relate to the US customer. I had the incredible opportunity to give Sephora Collection a new identity and re-introduce it into the US market.

Since 1999, Sephora Collection has been developing every color and formula type imaginable, just begging to be tested and tried! With so many product offerings in the beauty space, picking the perfect tint or shade can be overwhelming. The team was tasked with re-defining the brand as approachable, digestible and relatable.

This branding and strategy work was the result of several departments coming together to develop great storytelling and cheerful visuals. I helped define the muse, zero in on the new target customer, was responsible for developing the brand look-and-feel, ideating on supporting brand elements, bringing the visuals to life and managing project deliverables.

The hero red liquid lip color featured in the campaign was the number one lip product sold at Sephora the month of launch.

Deliverables
Persona Development / Brand Style Guide / Campaign Photo Direction / Campaign Design & Layout / Font Design / Shopping App Experience / Activation Ideation / In-Store Fixture and Window Display