Beauty Better

Clean + Planet Positive Beauty @ SEPHORA

The brief: Educate the client around a new Sephora standard of sustainability awarded to certain brands engaged in eco-minded practices and commitments. This required digesting and synthesizing a complex matrix of dry (but super important!) sustainability info and turning it into a compelling and approachable campaign for the client, while being careful not to greenwash or cannibalize other brands in the Sephora assortment.

The approach: Do right by your skin and the planet with Clean + Planet Positive beauty.

My role: Under the supervision of the Associate Creative Director, I concepted the name and tagline for the program and wrote all campaign copy including video storyboard, manifesto, site, email, landing page.