To deliver an experience designed for the casual beauty consumer – bringing ease and fun to discovering, buying, and using beauty products.
Scope: Strategy, creative direction, brand evolution, video direction, social & content, digital assets, email, monthly box designs, brand guidelines, merchandise and store design, team leadership.
A collaboration between Birchbox and Walgreens ideated the ‘Store within a store’ concept , and Birchbox had a big say in the look and feel. I wanted the space to feel warm and inviting to mimic a home. Unlike other beauty retail, the products are merchandised by routine to ensure the right products for each type of person. Fun moments include an interactive instagram wall and a “build your own Birchbox” table. I worked closely with architects to select materials, accessories, and signage systems.
Locations: New York, Chicago, Los Angeles, Minneapolis, Dallas, and Miami.
December Holiday box & Count Down to Beauty advent calendar