TAGLINE & BRAND ACTIVATION: SKINCARE FOR WOMEN TOO BUSY FOR SKINCARE
Prior to launching into Sephora, we needed a newly minted tag to help firmly establish YSE Beauty as the skincare brand of choice for the modern GenX woman. Leaning into the multi-hyphenate reality of the 40+ woman as well as YSE Beauty’s tight lineup of hero-only SKUs, I developed a tag that makes YSE Beauty’s role in her everyday life clear. “Skincare for women too busy for skincare” is a lot of things: an alternative to the overwhelming world of beauty, a promise to respect her skin and her time, and a nod to women who make the world go round—but often feel unseen.
From “Skincare for women too busy for skincare,” we developed a launch-week activation to bring the tagline to life: Skincare to Go. As part of the activation, YSE Beauty took over an iconic LA burger joint, The Win~Dow, transforming the space with our very own To-Glow Menu. The menu served to highlight signature skincare combos now available for takeaway at Sephora—as well as providing a background for photo opps. The event, which saw over 140 attendees, was amplified across social with 150+ fast food-themed mailers containing our signature 3-piece “glow meal.”
Developed in collaboration with Sarah Kloman, CD, Gabby Cummings, Brand Director.
VIDEO: SEPHORA IN-STORE TEASER PT.1 & LAUNCH DAY PT. II
A social-first Sephora announcement in two very scrappy parts. Developed in collaboration with Sarah Kloman, CD, Gabby Cummings, Brand Director, Raphe Valdez, Videographer.
SITE & EMAIL
SCRIPT WORK: BRAND VIDEO
HOLIDAY ‘24: LITTLE LUXURIES
Filming/editing by Chase Hentges.
HOLIDAY EVENT: PJs & CANAPES
HOLIDAY ‘25: THE SWEET LIFE
MORE EVENTING: MISCELLANEOUS
we brought the gloss to nyfw
APRES-WHATEVER WITH YSE
