Sephora

Sephora is a beloved makeup mecca that believes beauty thrives in diversity and discovery,

Coming out of COVID (and all of the editorial and production nuances that time required), Sephora was seeking an agency partner to help lean into its fun, celebratory side on social channels. Just as important was strengthening cultural relevance and driving engagement and discoverability within Gen Z and BIPOC.

My team and I saw this Social AOR pitch as an opportunity to reignite creativity and content creation within the Sephora social team. This started with shifting from a focus on the physical experience of the store and leaning into purpose-driven work with creators the audience already trusts. We redefined the brand’s tone of voice, proposed a restyling of the content library, and suggested a full arsenal of both trends to incorporate and potential trends the brand could jumpstart – all to ignite a fearless community of continual self-discovery for beauty lovers.

And as for the results, well, we won the business.

Role: Creative director