Natural Care for Textured Hair
NATURAL CARE FOR TEXTURED HAIR
I led the creative direction for a campaign empowering people with textured, curly, and natural hair to embrace their individuality. Black hair is more than just hair; it’s identity, history, and strength. With that in mind, I developed a creative direction that celebrated natural textures in all their forms. The photography was designed to feel vibrant and joyful: candid moments of friends or family, playful interactions, and big smiles that radiate confidence paired with macro textures of natural ingredients in the products. Through joyful, community-driven photography and storytelling, we positioned Lush haircare as a trusted ally in self-expression and natural haircare. The campaign resonated deeply, driving $1.1M in sales (+50% YoY) with growth across both Retail (+55%) and Digital (+27%), outperforming forecasts in both channels.
GLOBAL ART DIRECTION LEAD, SET DESIGN AND STYLING, RETAIL CONCEPTING
Art Director: Perry Baldwin
Designer: Jordan Wray
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