Portfolio
360 brand purpose campaign
I developed a global media campaign that showed how the professional skin care industry can make a real difference - by highlighting a cosmetology program inside a women’s prison. Documentary-style content showed how skin care industry training provides employment skills, human connection, and a means of giving back to the community. Content outperformed benchmarks in paid and organic social media, as well as email marketing. It also gained national media attention with press coverage in Fortune, PopSugar, and BeautyMatter.
360 sustainability campaign
The beauty industry has a pump problem: that is, millions of pumps are produced that can’t be recycled with the rest of the bottle. Our best-selling facial cleansers were the first to use a mono-material recyclable pump, so I developed a campaign to communicate the challenges we were addressing. The campaign not only elevated brand awareness but also earned media coverage and global packaging awards.
This project highlights the personal narratives of two skin therapists who faced the possibility of losing their businesses during the pandemic. Through their resilience, they not only overcame challenges but also provided valuable insights for other small business owners in the beauty industry.
To bring these stories to life, I identified compelling subjects, hired and directed a video production team, and developed storylines that authentically captured their journeys. The result was a powerful project that inspired our other industry partners and deeply connected with consumers.
