To rebrand Sephora's Store Opening campaign, I led concepting for "A Total Change of Face"—which, of course, featured lots of totally changing faces.
This campaign was so successful, it grew to become the lead statement of Sephora's rebrand overall—as the company's positioning went from cutesy / girlie to a much more elevated, distinctive space.
The new brand voice I created for Sephora can be summed up by these working filters: Curatorial, Creative, Chic, Clever, and Cool. My team and I sometimes called them The Five C's.
I was also always striving to flex Sephora's POV on all of its retail categories.
