PHOTO ART DIRECTION
Identity Systems
Beauty + Fragrance
Project Overview
Setting the visual direction for Mother’s Day beauty campaigns across print, in-store, and digital.
Each campaign used a distinct visual concept to create a fresh seasonal experience while keeping the products at the center.
The Challenge
Create a cohesive visuals across skincare, cosmetics, and fragrance, balancing the aspiration of beauty imagery with the clarity needed for retail and promotional communication.
The Idea
The creative direction centered on light, atmosphere, texture, and thoughtful composition.
The Mother’s Day campaigns shown here span three different years, with each year taking a different visual approach:
- Pop Art: A bold, playful direction using graphic shapes, color, and a more energetic point of view.
- Floral Accents: Soft floral elements were used to create a fresh, feminine feeling while keeping the products at the center.
- Fragrance Greenhouses: Small greenhouse structures became a visual way to showcase fragrance, creating a fresh and unexpected setting for the products.
Each concept gave the campaign a distinct personality while keeping the products clear and connected to the larger retail experience.
The System
The visual direction was designed to work across:
- Editorial and promotional layouts
- Fragrance features
- Retail and point-of-sale materials
- Ecommerce
- Seasonal campaigns
- Product storytelling
- Mother’s Day retail campaign across print, in-store, and website
The Mother’s Day campaign brought the visual direction together across multiple touchpoints, creating a consistent experience from the store to the website.
The Outcome
The result was a more cohesive visuals for beauty and fragrance, creating continuity across print, retail, and digital.
The Mother’s Day campaign extended that visual language into a seasonal retail experience, using the same imagery across print, in-store, and website to create a connected campaign from one channel to the next.