Clean at Sephora

The brief: Cut through the noise of a super-saturated landscape to drive awareness and education around a new clean-beauty category at Sephora. Transparency and approachability were key (also not dissing all the “not-clean” products at Sephora in the process).

The approach: Clean is simple—the beauty you want, minus the ingredients you might not.

My role: Alongside the Associate Creative Director, I lead editorial concepting, including the development of the tagline and manifesto. I wrote all retail and digital copy, social activations, email, landing page and paid advertising.