Target Beauty: 2020-21
As Creative Director, I led the Target Beauty campaign refresh during one of the most challenging and transformative periods: at the height of the COVID-19 pandemic. Our goal was to reframe beauty for a new era, celebrating it not just as a look, but as a feeling – something that radiates from the inside out.
This updated campaign focused on the emotional impact of beauty, empowering guests by highlighting how what we put on can influence how we show up in the world. From concept through production, I oversaw creative across channels, navigating remote shoots, evolving guest behaviors, shifting beauty trends, and strict health and safety protocols. Despite these challenges, the campaign delivered a timely and resonant message: that beauty is no longer one-size-fits-all – it’s as diverse, expressive, and personal as the people who define it.
Content Creator Partnerships
As Creative Director, I oversaw the development of a beauty content creator strategy designed to build credibility and foster deeper, more authentic connections with our guests. We partnered with a diverse group of creators whose lived experiences sparked meaningful conversations about beauty – rooted in real stories and shared across platforms.
The content was thoughtfully tailored for a wide range of channels and formats, ensuring relevance and reach. This human-first, storytelling-driven approach positioned Target as a trusted beauty destination—and delivered performance well above industry benchmarks.