The Challenge:
For A/W ’25–’26, Cosmetica Labs needed a campaign that stood out at MakeUp in LA 2025, deepening its reputation for trend foresight while offering clients tangible, story-rich product ideas grounded in both performance and purpose.

 

The Insight:
As beauty continues to shift toward well-being, ritual, and authenticity, brand builders are seeking formulas with emotional resonance, not just aesthetic payoff. There’s growing demand for ingredient stories that are sensorial, cultural, and rooted in nature. Tapping into ancient beauty rituals and wellness philosophies presents a powerful way to connect with today’s mindful consumers.

 

The Idea:
Elemental, a concept collection inspired by the four natural elements: Earth, Air, Fire, and Water. Each formula was infused with historically revered ingredients and tied to sensory, emotional, and functional stories rooted in holistic traditions. 

 

The Execution:
The Elemental campaign launched at MakeUp in LA 2025 with a fully immersive, sensorial experience. The collection featured 9 makeup and skincare formulas, each rooted in one of the four elements and brought to life through rich ingredient stories and holistic beauty narratives. To deepen engagement, we designed a custom board game-style activation that guided attendees through the collection in a playful, interactive way prompting discovery, ingredient exploration, and hands-on testing.

 

Key Results:

Satisfaction scores of 4.9/5 (campaign and trend) and 4.8/5 (formula and product concept). 20% of featured formulas adopted as benchmarks by clients during the first​

 3 months after launch.

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My Role: 

Director of Marketing and Product Development.