LVMH: Fresh
Rose Mask Global Campaign Strategy, Toolkit & Social Content
Rose Mask Global Campaign Strategy, Toolkit & Social Content
Digital Art Director | 6-Month | July 2020 Launch
Fresh is a global skincare, body, and fragrance brand known for blending natural ingredients with modern science to create effective, sensorial products, founded in
Boston in 1991 by Lev Glazman and Alina Roytberg as a small shop inspired by European food bazaars. Now part of the LVMH Group, Fresh focuses on indulgent textures,
unique scents (like sugar, rose, and black tea), and effective results, combining natural wonders with rigorous testing for a "clean beauty" experience that's both luxurious and conscious and has a proprietary curriculum called Early Foundations®
Fresh is a global skincare, body, and fragrance brand known for blending natural ingredients with modern science to create effective, sensorial products, founded in
Boston in 1991 by Lev Glazman and Alina Roytberg as a small shop inspired by European food bazaars. Now part of the LVMH Group, Fresh focuses on indulgent textures,
unique scents (like sugar, rose, and black tea), and effective results, combining natural wonders with rigorous testing for a "clean beauty" experience that's both luxurious and conscious and has a proprietary curriculum called Early Foundations®
Challenge
Fresh needed to launch their Limited Edition Rose Mask celebrating the product's
20th anniversary across global markets with a digital-first cohesive campaign that translated Jayde Cardinalli's custom illustrated branding across e-commerce,
social media, email marketing, paid media, and retail environments—all while
maintaining the brand's clean, sustainable aesthetic. The intricate floral illustration,
while visually stunning, presented technical and functional challenges: the pattern
needed to adapt seamlessly across vastly different digital formats and user experiences,
from thumb-scrollable Instagram carousels and mobile-optimized emails to
conversion-focused PDPs and platform-specific experiences on Tmall and WeChat,
without losing detail, disrupting composition, or compromising usability.
20th anniversary across global markets with a digital-first cohesive campaign that translated Jayde Cardinalli's custom illustrated branding across e-commerce,
social media, email marketing, paid media, and retail environments—all while
maintaining the brand's clean, sustainable aesthetic. The intricate floral illustration,
while visually stunning, presented technical and functional challenges: the pattern
needed to adapt seamlessly across vastly different digital formats and user experiences,
from thumb-scrollable Instagram carousels and mobile-optimized emails to
conversion-focused PDPs and platform-specific experiences on Tmall and WeChat,
without losing detail, disrupting composition, or compromising usability.
Approach
I led the design and art direction strategy for this digital-first omnichannel initiative spanning e-commerce, social media, email marketing, paid media (Sephora, Ulta),
and platform-specific digital experiences (Tmall, WeChat).
and platform-specific digital experiences (Tmall, WeChat).
To solve the pattern complexity across diverse digital touchpoints and physical retail environments, I art directed custom retouching and developed multiple template variations optimized for different aspect ratios, devices, and user behaviors—ensuring the illustration maintained its beauty and integrity whether displayed on a mobile email, an Instagram story swipe, a desktop PDP, or a 10-foot retail window. I applied UI/UX principles to prioritize legibility, accessibility, and intuitive navigation across all digital formats, creating responsive layouts that guided users seamlessly through content while maintaining Fresh's premium aesthetic. By developing flexible templates and scalable design frameworks, I ensured brand consistency from social media and e-commerce to store windows and in-store setups, while enabling regional teams to localize content efficiently across four continents. When a senior art director transitioned off the team, I expanded scope to include
in-store signage, window displays, and print collateral, ensuring the
omnichannel system extended cohesively from digital to physical retail.
in-store signage, window displays, and print collateral, ensuring the
omnichannel system extended cohesively from digital to physical retail.
Execution
Led digital art direction for global campaign across e-commerce
(Fresh.com, Sephora.com, Ulta.com), social media (Instagram feed, Stories, carousels),
email marketing (responsive desktop and mobile layouts), and
platform-specific experiences (Tmall, WeChat banners)
(Fresh.com, Sephora.com, Ulta.com), social media (Instagram feed, Stories, carousels),
email marketing (responsive desktop and mobile layouts), and
platform-specific experiences (Tmall, WeChat banners)
Designed UI/UX optimized digital assets prioritizing mobile-first experiences,
thumb-friendly navigation for social carousels, legible and accessible email layouts,
and conversion-focused PDP imagery
thumb-friendly navigation for social carousels, legible and accessible email layouts,
and conversion-focused PDP imagery
Developed 20+ digital campaign toolkits and responsive templates for North America,
Asia, and Europe markets, ensuring scalability across global teams and platforms
Asia, and Europe markets, ensuring scalability across global teams and platforms
Art directed custom retouching and created multiple template variations optimized for different aspect ratios (1:1, 9:16, 16:9, 4:5) and devices (mobile, tablet, desktop)
Coordinated global digital launch across Sephora.com, Sephora stores,
Fresh boutiques, and international platforms (Tmall, WeChat)
Fresh boutiques, and international platforms (Tmall, WeChat)
Extended digital brand system to physical retail touchpoints including in-store signage, window displays, and print collateral to ensure omnichannel consistency
Impact
Successfully launched digital-first 20th anniversary campaign
across global markets spanning multiple continents via e-commerce and
retail partners including Sephora, Ulta, and Fresh boutiques
across global markets spanning multiple continents via e-commerce and
retail partners including Sephora, Ulta, and Fresh boutiques
Delivered seamless user experience across 10+ digital and physical touchpoints
with emphasis on mobile optimization and platform-specific design
with emphasis on mobile optimization and platform-specific design
Improved delivery efficiency by 15% through scalable digital templates
and responsive design systems
and responsive design systems
Drove engagement across e-commerce platforms while maintaining
Fresh's premium LVMH brand positioning and clean aesthetic
Fresh's premium LVMH brand positioning and clean aesthetic
