Plumping Station
Omni-Channel Brand Experience
Challenge
Unify and elevate the plumping product category, Lip Injection Extreme, Max Plump, glosses, lipsticks, and even a face primer, through an omnichannel brand experience that educates, engages, and inspires consumers. The launch needed to bridge the physical and digital, refresh the retail experience, tell a cohesive plumping story while allowing each product to have its own moment, and position Too Faced as the prestige leader in the plumping space.
Conceived and directed the Plumping Station concept, to connect new and existing products, establishing a cohesive value-based brand narrative, showcasing the various levels, finishes, and educating the consumer on the right choice for their plumping needs.
The concept crossed over from in-store displays to comprehensive digital storytelling, which informed and inspired purchase. Directed and approved every aspect of the campaign, creative designs, messaging, product hierarchy, and fixture finishes, ensuring a unified consumer journey. Developed assets that translated graphics for digital engagement, and led collaboration across marketing, field education, and social to deliver consistency worldwide.
Solution
Led overall concept direction; designed the Plumping Station as an immersive, interactive brand experience for physical retail and online channels.
Led concept and execution while the team operated fully remote during 2021, navigating strict post-COVID retail protocols where sampling and in-store product testing were prohibited.
Pivoted creative strategy by commissioning side-by-side product imagery to help customers easily compare shades and textures online, supporting the digital purchase journey.
Reviewed and approved all creative designs, copy, product displays, and fixture finishes.
Creative Process
Developed the digital experience: adapted visuals for web, email, affiliate sites, and interactive guides, increasing engagement and simplifying product cross-selling.
Partnered with marketing and social to launch the viral #maxplumpjump challenge campaign with a custom jingle, driving social media buzz and consumer participation.
Created adaptable fixture concepts for a wide range of store formats, ensuring brand cohesiveness in every retail environment.
Directed training and communications for field teams and retail partners, enabling confident, consistent selling across channels.
Drove a 700% increase in category sales within six months, and vaulted new SKUs into leading positions within the prestige channel, all while keeping customers engaged through both digital campaigns and creative retail activations.
Elevated Lip Injection Extreme and Max Plump to the top prestige plumping tier, creating lasting brand equity and market leadership.
Inspired retailer confidence, resulting in increased buy-in and broader support for the plumping product category across major partners.
Drove innovative new packaging concepts: campaign imagery was leveraged by the packaging team to design new product offerings, including the “To Go” travel-size set and a specialty plumping challenge lip tin.
Achieved industry recognition for innovation in physical-digital brand storytelling, with consumer demand and social engagement far surpassing previous campaigns.
