LORAC COSMETICS

When I ran the creative department at a small, boutique brand agency in Venice, called SLICK Creative, one of our key clients was luxury makeup brand LORAC Cosmetics. LORAC needed a cohesive brand strategy in order to compete in the saturated cosmetics market. I had befriended the owner, celebrity makeup artist, Carol Shaw, and together we brought her vision to life. We dug deep into the identity of the brand, rooting it in it's red carpet history and Los Angeles roots. Carol's clean aesthetic, and pro artistry became the hero story for products that quickly became cult must-haves for fellow makeup artists. We built the PRO line together, which is still active today. We created everything from packaging to instore displays and activations. We also built a brand new site and launched the brand on social media, quickly gaining hundreds of thousands of followers through engaging content, how-to videos, and new product drops. Strategic partnerships and magazine placements furthered the brand's reach.

Developing the identity—even the new products—was a luxury design dream. We crafted seasonal campaigns based on color and fashion trends and produced shoots with top models and photographers. In addition to directing, I also doubled as a hand model.