SEPHORA

art direction, design, illustration

Sephora is a global beauty retailer selling products in the cosmetics, skincare, fragrance, nail color, beauty tools, body products, and hair care categories from over 340 brands. Known for their innovative retail concept the stores emphasize self-service and product experimentation, breaking from the traditional department store make-up counter experice. Personalized beauty services and expert consultations ensure that customers retain access to expert advice during their shopping experience.

As I senior brand designer, I art directed major marketing campaigns, led branding evolutions and owned quarterly refreshes for templatized paid media.

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.

INSTAGRAM STORY

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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