COTY

MASS BEAUTY GETS A GLOW UP

RIMMEL COSMETICS AND SALLY HANSEN

When I began working on Rimmel and Sally Hansen, each brand was in need of a point of view both in their brand story and their visual approach to digital and social.

Rimmel had aspirations way beyond its drugstore price point and distribution, and there was great material to work with—their packaging was somewhat contemporary and their brand veered a little cheeky. Fun! I gave them a path forward, setting up an in-house studio to bring out their edge, and took their content from drab to daring. All photography, lighting, swatching, production, retouching, and set design was done with an in-house crew that I directed.

Sally Hansen was looking to become a real competitor to salon brands like Essie and O.P.I., which traditionally garnered most of the glory when it came to color range and performance. We helped make Sally Hansen culturally relevant while focusing on their gorgeous shades and formulas.