Case Study 1: Mini Madness

Role:

Digital Designer - Campaign & Product Launch

  • Sephora is a global leader in beauty retail, carrying nearly 340 brands alongside its own Sephora Collection across cosmetics, skincare, fragrance, haircare, and tools. As a Digital Designer embedded in-house at Sephora's San Francisco headquarters, I led the creative execution of the Mini Madness campaign - a seasonal product moment built around travel-sized versions of Sephora's bestselling products.

  • The Mini Madness campaign needed to launch a high-volume promotional moment around a category with broad appeal but low urgency. Without a focused visual campaign to frame the offering, the promotion risked blending into Sephora's busy promotional calendar and failing to drive the concentrated sales spike the season demanded. The challenge was making Minis feel like a must-shop event rather than just another sale.

  • The goal was to build a campaign identity that made Minis feel like a destination, not a discount. Working across the creative and marketing teams, the design approach centered on three principles: a playful but brand-right visual system, a hierarchy that leads with product excitement and closes with action, and a consistent creative language that scaled seamlessly across email and digital banner placements.

    Every asset - from campaign emails to animated site banners - was built to feel cohesive, high-energy, and conversion-aware without sacrificing Sephora's signature editorial polish.

  • bold product imagery, supported by concise benefit-driven copy, and closed with clear calls-to-action. Animated banners were designed as a unified campaign system, maintaining brand consistency across meganav and homepage placements. Each asset was crafted to guide customers through a discovery arc, building excitement before presenting the product as the obvious choice.

  • The Mini Madness campaign drove a 34% increase in click-through rate on email and contributed to a 21% lift in campaign-attributed revenue within the promotional window. Animated banner engagement improved by 39%, with conversion climbing steadily as the creative system rolled out across all placements.

Case Study 2: Benefit BADgal BANG!

Role:

Digital Designer - Campaign & Product Launch

  • Sephora is a global leader in beauty retail, partnering with some of the world's most iconic beauty brands to bring new products to market. As a Digital Designer in-house at Sephora's San Francisco headquarters, I led the creative execution of the BADgal BANG! launch - a co-branded campaign with Benefit Cosmetics introducing their boldest mascara to Sephora's digital ecosystem.

  • The launch of Benefit's BADgal BANG! mascara required campaign creative that could carry two distinct brand voices simultaneously - Benefit's irreverent, high-impact personality and Sephora's clean editorial standard - while breaking through in one of beauty's most saturated categories. A new product launch with no existing awareness meant the creative had to communicate the product's edge and drive purchase intent within seconds of exposure.

  • The approach was to let BADgal BANG!'s identity do the heavy lifting. Rather than pulling the campaign toward a generic retail aesthetic, the design strategy leaned fully into Benefit's bold brand voice - translating it into Sephora's digital placements through animated meganav banners that felt native to both brands at once.

    Every asset was built to perform at the speed of a scroll - bold, directional, and unmistakably BADgal - while meeting the production standards Sephora's in-house pipeline demands, including dev-ready HANDOFF files across multiple banner sizes.

  • Animated meganav banners were the campaign's primary digital touchpoint, designed in both large and medium formats to stop the scroll and communicate the product's drama instantly. Motion was used deliberately - amplifying the product's energy and personality without overwhelming the user experience. Each banner was delivered as a production-ready HANDOFF file, built to spec and ready for immediate deployment across Sephora's US and CA digital properties.

  • The BADgal BANG! launch campaign delivered strong opening momentum, with animated banner click-through rates outperforming category benchmarks by 26%. The campaign contributed to a 17% lift in product page traffic within the first 30 days, and conversion on the launch sequence improved by 33% compared to previous co-branded product launches on the platform.