DAMN GIRL! MASCARA LAUNCH
Client
Too Faced Cosmetics
Lead the design direction to final creative execution on a full 360º global marketing campaign, across print, digital and events.
This was a huge A+ launch for the brand, being the 2nd mascara they had created in 7 years. Worked with Global Marketing and Chief Creative Officer on an overarching concept, one that personified the mascara to go side-by-side to their already beloved Better Than Sex mascara—classic iconic bombshell vs a bad ass babe.
The product launched globally on the same day, so required a creative vision that was robust and expandable.
The launch was a huge success and saw the mascara gain #3 rank in the mascara category within its 1st year on shelf.
Created the overall look and feel of the in-store launch structure, working to varying budgets across global markets and retailers, and adapting the concept to meet each markets needs.
Worked with global marketing and copy team on refining the messaging.
Took the concept through to online via emails and site creative for brand.com and secondary locations, such as registers and window clings within stores.
