It Cosmetics (L'Oreal Luxe)


I joined It Cosmetics right after a new Brand President was hired, and the Creative Team had been restructured. Key brand goals were to elevate, and re-invigorate an approachability and realness into the brand that originated in QVC but was now meant to sit within the luxury makeup + skincare categories. My resposibilities have been focused on Directing the Creative team in day to day creative development, as well as driving creative for Holiday, Hallmarks, and Digital first Campaigns for new product launches and brand campaigns. Key responsibilites at It Cosmetics have been:

  • Team Leadership
  • Creative Direction
  • Concepting
  • Direct team from brief to delivery
  • Oversee all photo and video production
  • Establish brand photography guidelines


    • When I joined It Cosmetics a primary brand focus was to elevate. With each photoshoot I worked to re-evealute different categories of photography. For our model photography, I strategized how to streamline our BA photoshoots to not only elevate them, but carve time for the addition of stylized, editorial afters. This has brought a new level of cohesion across brand, as the edirotial afters are set to be used across all channels, from VM to digital, and match into the corresponding BA's across channels.

    I led the creation of a photography styles guide, outlining our different kinds of product photography.

    For ITC video I also lead a creative refresh of the creative direction and content direction, which was still situating itself within the look of the brands QVC origins. By distilling exactly what information should be told within different conent channels, I worked to distille what is e

     

    For holiday 2025 I led creative for "Celebrate with IT" which created a brand world build on our DNA pillars of approachablilty, inclusivity, and joy. Below is our main campaign video, and 3 social videos.