Photo Shoot Briefs
In-store Fixtures
Final Digital Designs
Final Paid-Social Videos
Acne-Focused Skincare Campaign
2024
Our team was tasked to develop a cross-media skincare campaign for Sephora’s acne products, as well as define a visual strategy and identity for the future promotional materials of products within this category. For this campaign our goal was to connect with Gen Z and existing skincare clients who weren’t aware of our acne treatment offerings. Through research, we also discovered that acne is not just a concern for younger audiences but is increasingly normalized across multiple demographics, presenting an opportunity to reach a much broader customer base.
To most successfully reach our intended audience we prioritized creative that was intentionally relatable, approachable, acne-positive, and educational. Visually, we leaned into bright, optimistic colors, solution-focused copy, and photography that showcased authentic “bathroom-scape” scenes and inclusive models with real skin and real acne. This approach helped make the marketing feel both genuine and aspirational. Within this small team, I worked as the lead designer to concept and execute the in-store fixtures while collaborating with other designers and art directors on digital and motion assets to develop concept boards, photoshoot briefs, product shot sketches, and motion storyboards. Designing digital placements to ensure the creative extended cohesively across platforms, including social media videos and shoppable in-store experiences. The development of these assets successfully increased awareness of Sephora’s acne skincare category and established a clear visual identity that will serve as a reference point for future waves of the acne category.