A Good Skin Day in a Bottle

The brief: Introduce Sephora clients to the multi-tasking benefits and lightweight coverage of the skin tint category.

Beauty behavior began to shift in quarantine: People started to wear less makeup but still wanted to look good on Zoom. Enter skin tints: Lightweight, easy-wearing, glowy, dewy goodness that looks like your skin but better. We positioned skin tints as a "good skin day in a bottle” to communicate the unique, still-looks-like you coverage the product delivers, and we activated this promise through cross-channel storytelling in email, social, and paid media that humanized the often overly made-up complexion category.

Contribution: Concepting, creative editorial direction