Project: Style It Yourself
Client: Suave Beauty
Senior Art Director Partners: Anthony Baxter and Hannah Choi
Problem: Suave needed to elevate the brand with a new line of salon-quality haircare products, which came at a much higher price point than any of the previous product lines.
Insight: Their target demographic loved DIY hair tutorials and beauty magazines, which they viewed as premium yet attainable.
Solution: Give Suave Beauty a much-needed makeover that positioned the brand as an expert in DIY, salon-quality haircare. To accomplish this, I researched the latest trends and beauty tutorials to make Suave relevant to the everyday Walmart consumer. I created inspiring beauty content that our audience may see in their favorite beauty blogs or magazines, in addition to banner ads on social. I partnered with Pinterest to create the first scroll-activated cinemagraph. The beauty tutorials we created consistently beat Pinterest's own engagement benchmarks for brands.