SLEEP/AWAKE

A global campaign crafted to transform everyday routines into mindful rituals. By connecting scent, mood, and wellness, we invited customers to wake up with uplifting aromas and unwind with soothing ones through an interactive AM/PM quiz and immersive in-store wellness takeovers. I led the global creative direction in collaboration with our UK teams to bring it to life across regions. The two-phase rollout guided customers toward personalized routines and sensory experiences — ultimately deepening their connection to Lush and driving a +4% sales lift in Sleep products and +9% in our Awake product range year-over-year.

GLOBAL ART DIRECTION LEAD, SET DESIGN AND STYLING, RETAIL CONCEPTING

Art Director: Perry Baldwin
Designer: Mimi Osei

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