Final In-Store Designs
Concepting Process & Sketches
From Fixture to Interface
2023Our team developed a cross-media skincare campaign for Sephora focused on addressing age-specific skin concerns through both in-store and digital experiences. The objective was to create a seamless ecosystem that not only supported shoppable retail moments, but also encouraged deeper product discovery and education through a dedicated website and mobile app. Research revealed that a guided online shopping experience would empower clients to explore skincare products and educational content beyond the store environment—whether at home, on their commute, or while shopping digitally. In response, we designed a centralized online hub that translated the in-store fixture experience into an intuitive, age-aware digital journey.
To effectively connect with our audience, the creative approach prioritized relatability, accessibility, age positivity, and education. The visual system featured calming, tranquil color palettes, concern-driven messaging, and lifestyle photography rooted in authentic “bathroom-scape” environments. Inclusive casting and real-skin imagery were intentionally used to normalize and destigmatize the aging process, ensuring the campaign felt reassuring and credible rather than fear-based.Within a small, cross-functional team, I collaborated with designers and art directors to develop concept boards, sketches, photoshoot briefs, product shot planning, and motion storyboards. I led the UI/UX design for the website and app, introducing Figma prototyping to the team for the first time to clearly communicate interaction and flow to marketing stakeholders. All digital touchpoints, including the site, app, social video, and shoppable in-store experiences, were designed to function as a cohesive, unified system.
This campaign delivered measurable results, including a 4% increase in site traffic year over year, 1.6M landing page visits, a 17% increase in skincare category sales, and a 4.8% gain in market share, demonstrating the effectiveness of an integrated retail-to-digital strategy.