Sephora / Four Steps to Beautiful Skin
Objective: Increase sales of skincare in Sephora inside JCPenney stores.
Strategy: Educate customers on skincare basics: Cleanse, Treat, Moisturize, and Protect. Use omnichannel tactics to introduce products tailored to customers' skin types and concerns. Feature models in a range of ages and ethnicities to reflect the diverse customer base of the 300+ JCPenney locations.
Channels: Retail store signage, catalog, direct mail, email
Roles and Skills: Art direction, graphic design, creative producer, print and digital production, integrated marketing, project management, team leadership, cross-functional collaboration.