Seasonal and Product Focused Campaigns
Challenge
Tasked with continually creating and launching large-scale seasonal and product campaigns for an internationally distributed beauty brand, I navigated the challenge of delivering standout creative, meeting rapid timelines, and coordinating seamlessly across teams and with local (global) vendors.
Every season, the ask is to introduce new products, reinvigorate hero franchises, and ensure every campaign, whether for a major A+ launch or a strategic seasonal release, reflects Too Faced’s unmistakable brand persona: girly, pink, irreverently cute, with a “wink” of cheekiness as defined by the founder and chief creative officer. While this was not my personal aesthetic, I expertly maintained and evolved the brand’s signature style across every season, marketing channel, and consumer touchpoint, keeping Too Faced top of mind and continually driving category excitement and leadership, earning #1 product spots across key franchises and helping them maintain their positions.
Solution
Established a repeatable, insight-driven campaign process that translated brand vision into high-impact seasonal launches. Worked closely with the CCO and founder to develop and pitch creative that captured the desired playful, “fun but with a wink” personality, across all campaigns, ensuring cohesive execution in product launches for all seasons; Spring, Summer, Fall, Winter, and all major retail events (e.g., Black Friday, Cyber Week, New Years, etc).
Led and aligned multidisciplinary teams across creative, marketing, accounts, sales, product, and regulatory groups to deliver campaign assets, brand messaging, retail displays, event activations, digital advertising, and consumer education resources.
Creative Process
Simplifying Planning and Execution
Each campaign begins with a collaborative product review and a creative brief from the marketing team. I lead ideation, develop campaign concepts and mood boards, and guide cross-functional teams through every step, from creative direction to final asset delivery, ensuring every launch resonates with Too Faced’s playful signature and achieves business goals.
Directed ideation and concept development for each new product launch and seasonal campaign.
Presented all creatives to CCO and executives, iterating rapidly to maintain brand identity and voice.
Managed and motivated a full creative team, designers, art directors, copywriters, photographers, and producers, to generate cohesive, high-impact assets reflecting Too Faced “girly glam” DNA at every customer touchpoint, aligning with seasonal directives and adapting messaging for global markets.
Led photo and mood board presentations and worked with production managers and art directors to meet creative direction.
Coordinated initial go-to-market meetings with sales, e-commerce, and international partners, receiving buy-in and managing asset requests for each location.
Reviewed and directed copy, assets, photos, videos, and all market adaptations.
Delivered seasonal strategies and launch assets for pre-launch, launch, and post-launch phases with tailored support for field teams.
Provided localized guides and assets, including translations, for regional market adaptation.
Executed end-to-end planning and oversight for all launches, managing calendars, schedules, asset development, approvals, and cross-functional alignment with project management to meet every market’s needs and campaign timelines.
Oversaw the production of campaign assets for retail fixtures, digital ads, website launch pages, emails, social, in-store events, and third-party sites (e.g., Macy’s, Nordstrom, Target).
Created ad hoc concepts for global and local commerce holidays.
Spring: Pinker Times Ahead
I led the campaign concept and design to bring positive energy back to the makeup industry following a challenging two years after COVID. The product line was developed during the pandemic, and we understood the importance of offering the audience something uplifting as they began returning to the office. The campaign concept embodied a playful, whimsical vibe with a bright, vibrant energy.
Summer: Golden State of Mind. Live the L.A. Dream
Inspired by California’s golden hour and vibrant energy, the campaign channeled warm tones and fun, sun-kissed spirit. To keep budgets tight, we opted for a dynamic studio shoot, even though the initial concept envisioned iconic Cannon Drive in Beverly Hills as our backdrop. I worked closely with copywriters and the beauty director to craft engaging marketing messages. Provided creative direction across global touchpoints, print, digital, events, and education, ensuring brand consistency everywhere. Partnered with retail marketing teams to roll out tailored assets for localized sites and international retail partners.
Results
Maintained Too Faced’s iconic brand style, while elevating the overall visual identity, reinforcing marketplace leadership, and differentiating a clear, distinct space in the prestige beauty category.
Developed campaigns that unified storytelling and showed the “fun, cheeky, pink” brand personality across more than 20 unique product launches and franchises.
Successfully launched and revitalized flagship products (like Better Than Sex mascara) to acquire and maintain the #1 prestige mascara position for five consecutive years.
Produced all holidays, including Black Friday, and limited-edition campaigns that consistently exceeded forecasted ROI and KPI goals, including flagship retail partners (Sephora, Ulta, Macy’s), resulting in top industry performance and repeated record sales.
Delivered omni-channel campaigns that increased consumer engagement and drove significant year-over-year sales during key seasons (holiday 40%+ sales lift; post-campaign email engagement up 60%; industry-leading ROI metrics).
Recognized by the Chief Creative Officer /Founder and senior leadership for evolving and enriching brand visuals, championing the playful, feminine, yet sophisticated, brand vision and messaging while consistently delivering high-performing, trend-leading creative, with clear marketplace differentiation.
Putting Better Than Sex Mascara in the #1 Spot
Elevated the Better Than Sex mascara to the leading position in prestige beauty by implementing bold seasonal campaigns and targeted creative strategies. Consistently refreshed the brand narrative, updated campaign visuals, and repositioned the product each season to maintain its number one status for five consecutive years. This approach attracted new consumers, encouraged repeat purchases, and strengthened Too Faced’s market dominance. The sustained leadership resulted in continuous sales growth, significant industry recognition, and lasting brand equity for the product.
