→07. Essence Cosmetics
AIN’T YOUR AVERAGE DRUGSTORE BRAND—
Essence Cosmetics is an affordable cosmetics brand originally based in Germany that is FDA approved and cruelty-free. Essence caters to the Gen-Z demographic of free spirited girls who aren't afraid to have fun and be bold with their makeup choices. Since 2008, Essence has been introducing their products to the US and Canadian market, distributing their products in major drugstores and most recently at select Target stores in the US. Myself and the team at Wondersauce were tasked with the challenge of updating the Essence brand to better speak to the American teens and tweens of the world. We achieved this through a simple brand evolution applied across all platforms with emphasis on mobile-first e-commerce as well as developing a more robust and curated social media presence.
By concepting, art directing and styling many visual and social campaigns I helped set the standard for how the Essence products are displayed worldwide to
their American audience. Above is a small selection of the styling work done as part of the larger campaigns.
IN COLLABORATION WITH—
By yours truly.