Role: Design Studio Lead & Sr Design
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.
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.
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.