PINK BEAUTY
Concept // Creative & Art DirectionVS BEAUTY
PINK BEAUTY
Net sales rose by $80 million to $2.669 billion,
with growth in PINK beauty helped drive sales.
360 Campaign // Campaign & PDP Photography // Print // OOO // Digital // Paid & Organic Social // Brand GuidelinesThe Challenge
Transform PINK Beauty from flirty, provocative, sexy positioning into a digital-first, lifestyle-driven, community-oriented strategy. This was a response to resonate with Gen-Z, consumer who were more attracted to authenticity, fun, and digital engagement than glamour and sex appeal.
The Idea
The VS PINK team repositioned the design, creative, and art direction to feel more inclusive, playful, and elevated across print, in-store, digital, and social activations. Our photo art direction remained bright, fun, and approachable to reinforce the brand’s youthful, optimistic energy.
Social Media
THE TEAM
Executive Creative Director: Elizabeth Kiester
Director, Sr Art Director, Concept & Photo: Luz Jacome
Photographer: Sebastian Kim