BRILLIANT EYE BRIGHTENER

overview

background

Thrive Causemetics responded to customer requests for more pastel shades by expanding their popular Brilliant Eye Brightener collection with three new shades: lilac, mint green, and opalescent. This expansion not only addressed customer demands but also embraced the current playful minimalism trend. The new shades offer an effortless way to add a subtle pop of color and have been thoughtfully designed to complement a wide range of skin tones and eye colors, ensuring inclusivity and versatility.

As Art Director for the pastel shades launch, I spearheaded the campaign's art direction. This involved developing a comprehensive mood board, coordinating with production teams, overseeing photoshoots, and ensuring that the imagery and colors remained in line with the brand's aesthetic. Additionally, I created launch assets that effectively showcased the unique features and benefits of the new shades.

The customer response to the new shades was overwhelmingly positive, surpassing the day one sales goal by 403%.

team

I collaborated closely with the Thrive Causemetics Marketing Team, model photographer, and product photographer to deliver the final launch assets for the pastel shades launch.

my role

Art Direction
Paid + Organic Social
Email Marketing Design
E-Commerce Web Design
Photoshoot Set Production
Product Styling Composition

art direction

mood board

The curated mood board captures the essence of the pastel shades launch by incorporating the colors of the new shades and highlighting their vibrant color payoff. This results in a playful and dreamy aesthetic that aligns with the brand's objectives and creates an engaging visual experience for the audience. The finalized mood board serves as a reference for all related launch assets and is shared with the company to ensure a cohesive look and message.

imagery + colors

The imagery featured on the mood board highlights the unique features of the new shades, showcasing subtle yet playful eye looks that can be achieved with the product.