Fall Gourmand
FALL GOURMAND
As Fall set in consumers were seeking cozy, sensory-led self-care moments that reflected post-pandemic priorities of warmth and ease an small luxuries. The goal was simple: position Lush as the go-to destination for seasonal indulgence and fragrance-forward rituals, celebrating the rich, edible-inspired notes of gourmand scents like vanilla, caramel, and honey.
I led global creative direction, overseeing campaign concept, art direction, and visual identity to bring this sensory story to life through texture, warmth, and storytelling. Through multi-channel storytelling, retail activations, PR and influencer events, and a two-day NYC café pop-up, we exceeded expectations. A standout moment was a pumpkin-themed baking class with Chloe Coscarelli for top-tier media and influencers, connecting Lush’s handmade ethos to sensory, seasonal experiences. The campaign drove $2.4M in total sales, with retail up 59% YoY.
GLOBAL ART DIRECTION LEAD, SET DESIGN AND STYLING, RETAIL CONCEPTING
Art Director: Perry Baldwin
Designer: Mimi Osei
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