Explore this curated collection of innovative projects that blend marketing, creative direction and copywriting within the dynamic worlds of fashion and beauty. Each project is rooted in a passion for storytelling, strategic thinking, and design, offering a glimpse into the intersection of creativity and commerce as envisioned by myself and collaborators.
I developed a comprehensive campaign titled "A Love Letter: J'ai Embrassé le Soleil" to reintroduce Le Labo's Bergamote 22 fragrance with an entirely new marketing strategy, following the consumer journey from beginning to end. The campaign involved detailed consumer profiling, market trend analysis, and the creation of a multi-channel marketing strategy. Key elements included email marketing, social media engagement, personalized in-store experiences, and loyalty-building tactics, all designed to increase brand awareness, educate consumers, and foster long-term customer relationships.
Luxury Retail SCADPro
During this SCADPro, I had the privilege of collaborating with 15 fellow SCAD students to develop an innovative presentation for luxury brands. Selected by one of my mentors as the only Business of Beauty and Fragrance major, I eagerly embraced the opportunity to learn new skills and contribute to a dynamic team. Our focus was on analyzing Gen Z's expectations for the future of luxury companies.
I played a key role in the creative direction, script writing, and co-production of a "teaser" video alongside collaborator Mitch Ritter. This video served to introduce luxury brands to our project's insights and objectives. It included compelling visuals and narratives to highlight key findings about Gen Z's preferences and future trends. Mitch handled the editing and cinematography, ensuring the video was both visually engaging and professionally polished.
For my Global Product and Development Strategy class at SCAD, I developed a project where I selected a brand that had not expanded internationally and crafted a strategy to introduce it to France. This involved comprehensive brand research, strategic planning, pricing analysis, and creating a mock campaign with advertisements. This project highlights my skills in market research, strategic planning, and creative advertising.
In my Product Design for Consumer Experience class, I had the exciting opportunity to collaborate with three of my peers on a unique project: merging a beauty brand and a non-beauty brand to create something special. We chose Glossier and We're Not Really Strangers, believing they made a perfect pair for our vision.
Our goal was to develop an Affirmation Collection that combined the strengths of both brands. The problem statement guiding our project was: "How might we use package design to further transparency, self-empowerment, and connections to build a community between these brands that foster meaningful conversations, relationships, and self-worth?"
Throughout this project, I took on several key roles. I conducted extensive industry research and created all the information and product renderings for the Affirmation Deck. Additionally, I played a significant role in producing and creatively directing our project video, working closely with my peers and our talented cinematographer, Mitch Ritter.
This experience not only honed my skills in product design and creative direction but also underscored the power of collaboration in creating impactful, community-building products.
