SEPHORA ⏤
Skincare That’s So You
A campaign that re-introduced the skincare category to Sephora clients and set a new design standard for Sephora's skincare campaigns going forward. This campaign simplified difficult-to-understand products, and helped shoppers create a customized routine. The imagery feels fun, natural, and accessible, and print collateral pieces introduce key ingredients that target your concerns.
Responsibilities included concept development, mood boards, shoot deck creation, casting, and graphic design.
The campaign was Sephora’s best-performing skincare campaign to date.
CREATIVE DIRECTORS: TYLER SMART, BOYOUNG LEE
ART DIRECTOR: COURTNEY STEWART
PHOTOGRAPHER: CASS BIRD
Hero campaign imagery keeps the tone lighthearted and shows the product in use for an accessible feel.
Mood boards featured model diversity, effusive happiness, and playful activation of product.
In-store fixtures built on the theme, featuring playful smear photography, which invites shoppers to pick up and try the products featured in the campaign.
Print ads featured activated products labeled by skin concern.
Full-page spreads ran in Cosmopolitan, Allure, and more.
Direct mail piece was also used as an in-store takeaway.