BEAUTY Launches
EXPRESS • 2021
In 2021, Express experimented with two distinct beauty/personal care mini-brand launches for the classic purchase add-on: The Alchemy Corner (a more accessible take on Le Labo/Aesop) and Glow Studio (Glossier vibes). Both brands required distinct art direction for assets used in stores, digital marketing, e-commerce imagery and social. I helped define the look & feel for each and oversaw casting for influencer outreach.
