CHALLENGE
bareMinerals known for clean, natural mineral makeup and skincare, needed a global playbook to launch Lashtopia mascara.
SOLUTION
Partnering with two Art Directors, I developed creative content for the playbook which was educational and playful. While concepting the look, feel and tonality of the Lashtopia mascara campaign we strived to capture clean, natural, good-for-you qualities of the brand with a focus on the unique brush that featured 600+ bristles, and texture swatch formulated with nourishing minerals and moisturizing ingredients. The color palette was inspired by the warm gray color of the mascara tube and the deep black pigment of the mascara.
RESULTS
The Product Launch Playbook was a vital part of the successful Lashtopia mascara product launch and consequently the mascara quicky became a fan favorite.