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Role: Design Studio Lead & Sr Design
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Paula’s Choice Skincare is Paula’s innovative brand. With 20 bestsellers to her name and as the founder of Beautypedia, she can rightly be called a beauty expert. Paula’s Choice skincare range consists of effective, complete skincare routines with high concentrations of active ingredients. Honesty, transparency and scientifically proven effective ingredients form the basis for this.
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I was the lead creative director for the European market, and supervised the creative department.
Paula’s Choice, a global skincare brand that now has more than 300 skincare products, came to us after noting that times had changed and the brand had lost its voice.
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We’ve strategically moved the brand to address the discerning customer who wants radical results – without the high price or the marketing hype. We then completely redesigned the brand’s identity and marketing approach, including the development of a full packaging overhaul that makes shopping easy.
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