SEPHORA | HOLIDAY MINIS, BUY ONE GET ONE FREE

design

For the 2021 Holiday season Sephora launched a “Matching Mini” campaign on a variety of hero products. Prior to this campaign I led a junior designer in the development of the first ever iteration of this promotion concept at Sephora which launched in Summer of 2021. Given the high successful that our marketing team elected to refresh the same idea with new products and visuals as one of the major holiday promotions, which I took on as the sole designer.

One of the key considerations was how to communicate to customers the breadth of products included in the offer while also being clear that the miniature received could not be mixed-and-matched to a different full-size. For this we leveraged our conceptual thinking from the previous iteration to clearly pair the full size with the mini and visually separate them from other product pairing. I pulled a golden ribbon the from the Holiday 2021 campaign kit to tie the full size and mini together and took things a step further by using a cute bow to suggest the mini size as a bonus gift. This made the offer a quick visual get, and clearly tied the assets visually to Sephora’s larger holiday campaign.

An additional consideration for the project was how to communicate the offer in a compelling way without showing any products in placements that were intended to be used across multiple weeks, or available to the marketing team to fill unexpected schedule gaps. Because the products included in the promotion changed weekly, any assets used in this way could be misleading if specific products were included. To address this, any assets with uncertain timing used illustrations representing skincare and beauty products instead. This allowed us to convey the promotion concept without giving customers incorrect information regarding which specific products were included in the promotion at the time they saw the ad.

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EMAIL | TOP BANNER & BOTTOM NAVIGATION BUTTON

Sephora cross promotes key initiatives by inserting relevant assets at the top and bottom of email marketing for other campaigns.

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