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 had originated in QVC but was now meant to sit within the luxury makeup + skincare category at L'Oreal. My resposibilities have been focused on leading 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 have been:

  • Team Leadership
  • Creative Direction
  • Concepting
  • Direct team from brief to delivery
  • Oversee all photo and video production
  • Establish brand photography guidelines
  • Align with key stakeholeders and partner with cross-functionals


    • 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.

    Through identifying a lack of elevated model photography, and via the identification of production efficienties within our robust BA shoots, I carved the path to make space for editorial photography. Initially developed for the digital space, the new vision carved a space for the content to be used across platfroms, from VM digital, for a seamless 360 experience that elevated the brand world to a new level.

    For ITC video, I also worked to lead a refresh of video content across site, starting with PDP videos, which had previously been situated within the look and feel of QVC. Below is a recent example for blush.

     

    For holiday 2024 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.