While at Anthro, I have led all beauty initiatives - concepting, art directing and executing digital campaigns.
The process begins with a conversation with beauty leads on the needs of the business, then working closely with the ECD the creative problem solving starts to take shape. The campaigns are either brand focused (Albeit, Darphin) or instructional (How to Use Oils, Mask Bar). They utilize UI shopping features such as product trays, marrying content and commerce seamlessly that result in higher conversions and increased sales.
After the strategy is cemented, I begin to develop a creative identity and determine if additional asks are needed; i.e. illustrations, animation, video, etc.. I will then pull swipe and develop a shot list that will be passed to illustrator or art director.
For Darphin (see above), I sought out Brazilian illustrator, Willian Santiago, to illustrate ingredients in their signature essential oils. This gave the campaign a unique presence and worked well across all channels, such as social.