Beauty Enthusiast Identity & Campaign

Challenge

Walgreens was entering the beauty loyalty space with no existing identity. A full creative system needed to be built entirely in-house to launch a new membership club.

Solution

Owned this one from strategy to shoot. Concepted the identity, led the campaign creative direction, and art directed the photography that gave Beauty Enthusiast its visual voice. Built a complete brand world — launch posters, gift-with-purchase packaging, in-store signage, cosmetic wall graphics, direct mail, and a digital beauty quiz — without an agency in sight.

Impact

The program grew to nearly 7 million members. A brand built in-house that earned a following in the millions.

Role: Photo Art Director & Art Director

Launch posters and gift with purchase box

Screen Shot 2018-07-21 at 3.59.52 PM.png

Screen Shot 2018-07-21 at 3.47.39 PM.png

Screen Shot 2018-07-21 at 3.47.21 PM.png

Screen Shot 2018-07-21 at 3.45.48 PM.png

Screen Shot 2018-07-21 at 3.46.08 PM.png

Screen Shot 2018-07-21 at 3.46.32 PM.png

Screen Shot 2023-02-19 at 11.36.01 PM.png

Screen Shot 2023-02-19 at 11.37.24 PM.png

Screen Shot 2023-02-19 at 11.37.00 PM.png

Screen Shot 2023-02-19 at 11.36.27 PM.png

Screen Shot 2023-02-19 at 11.36.14 PM.png

Screen Shot 2023-02-19 at 11.39.03 PM.png

Studio beauty shoot

Photo credit: Terry Doyle