The 2025 initiative was born out of two underperforming collections that failed to clearly communicate their benefits and had outdated, unappealing designs. Working closely with the Brand Team, we identified and redefined the benefit space around Gloss — positioning it as the core attribute. To elevate the collection even further, the R&D team developed a breakthrough formula that delivers intense hair gloss by replenishing moisture from within.
The new Gloss Collection needed to clearly convey its benefit, stay consistent with the existing brand packaging, and still feel fresh and exciting. Through multiple presentations and alignment sessions with all stakeholders, I successfully led the project into the first approved stage of packaging design.
In collaboration with a cross-functional team, we successfully launched the Gloss Collection across several key markets, including the UK, Sweden, and Spain. The main spotlight was London, where we rolled out multiple high-impact activations in partnership with influencers, festivals, and events — driving strong engagement and revitalizing the brand’s presence in the gloss category. *Most pictures (mockups) were generated with AI and edited with the final artwork and colours.
Concept Creation, Packaging Design, Content Creation, Project Management, Feedback & Iteration
