THE BRIEF
Objective: Increase consideration and drive omni-traffic to hero categories at Sephora, introducing clients to new and core assortment.
Insight: Clients are curious about achieving makeup trends but navigate in-store and online channels differently. In-store clients crave mesmerizing store displays. Online clients need approachable messaging to help them shop.
Messaging Direction: Speak to the cloud skin makeup trend and describe the look. Educate clients on how to use the hero product categories.

CREATIVE EXECUTION
A seamless partnership between editorial, design, and production, this campaign pushed Sephora creative to new heights. We wove romance and drama into every asset while maintaining a fresh feel. The perfect example? The Bridgerton-worthy custom track (a first for Sephora) for our paid social videos. My inspiration for this was Bad Bunny’s Monaco; his mix of trap, classic string instruments, and Hier encore encapsulated the cool, old-meets-new vibe we were aiming for. And rather than rationing mesmerizing visuals and approachable education between in-store and online (per the brief), we made the case for including both, everywhere. The photography was highly captivating across channels, and product education added clarity, direction, and—in keeping with the renaissance concept—a little romance with elevated yet approachable language.

CREATIVE INSIGHT
Dewy makeup domination is over. Matte is back, but it’s not the flat, lifeless matte makeup last seen in MTV’s TRL heyday. This time around, it’s luminous and diffused—cloud skin. The obvious (and easier way) to highlight this look would have been to use its existing name and pair it with celestial visuals. But I knew there was more to this story, and I was determined to give Sephora a unique voice in the current conversation. My research led me to the art world and sfumato, a Renaissance painting technique that captures the same softly dimensional, almost ethereal look as cloud skin makeup. Enter, The Matte Renaissance: soft, blurred skin, now with just enough glow.

CREATIVE IMPACT

  • In-store assets drove $26.6M in sales, +168% increase in YoY performance  

  • Paid media delivered 225.9M impressions, +51% above goal

  • ALL site assets performed significantly above benchmark; setting powder asset notably drove +347% increase in CTR

  • Feedback from strategy partner: “We gave you something really boring and you made it so fun. Love how different and elevated this concept was.”