FENTY SKIN
PRODUCT LAUNCH & CAMPAIGN DESIGN DIRECTION
Role: Digital Design Director & Lead Designer
Company: Kendo Brands (LVMH)
Team: Creative Directors, Marketing, E-commerce, Social, Sephora
Skills: Web Design, Motion Design, Brand Systems, Art Direction, Photo Retouching, Illustration
Tools: Figma, Adobe Photoshop, Illustrator, After Effects
CHALLENGE
Following the success of Fenty Beauty, Fenty Skin needed high-impact creative for seasonal product launches across international markets.
THE GOAL WAS TO:
• Create fresh, distinct visual storytelling for skincare products while staying true to the overarching Fenty brand.
• Design multi-channel global campaigns that worked across web, email, social, paid media, and retail partner platforms.
• Coordinate with distributed teams to ensure assets were on-brand and ready for simultaneous release in multiple markets.
PROCESS
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1. ART DIRECTION FOR PHOTOGRAPHY
• Oversaw on-set creative direction for e-commerce product photography.
• Managed post-production retouching to ensure color accuracy and brand consistency across all digital channels.
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2. CONCEPT DEVELOPMENT
• Partnered with creative directors and marketing team to align campaign visuals with launch strategy and brand voice.
• Developed Instagram ad and affiliate banner style frames for each product’s unique positioning.
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3. CROSS-CHANNEL DESIGN EXECUTION
• Designed responsive web experiences, launch emails, paid and organic social ads, affiliate banners, and product benefit icons.
• Created videos for launch teasers and website hero banners, ensuring footage supported both brand feel and conversion goals.
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4. SYSTEMIZATION & SCALABILITY
• Built campaign-specific style guides and component libraries in Figma to ensure efficient design handoff and cross-market consistency.
• Coordinated with regional teams to adapt assets for local markets without diluting the brand.
OUTCOME
Delivered cohesive global product campaigns that clearly distinguished Fenty Skin’s identity while reinforcing the larger Fenty Beauty brand.
• Successfully launched new products across all digital channels, maintaining the integrity of the Fenty Beauty brand while appealing to a skincare-focused audience.
• Established a repeatable design workflow and asset system that streamlined future launches and reduced production time.
MELT AWF MAKEUP-
MELTING CLEANSER
Landing page and marketing email designed for the launch of Melt Awf Makeup-Melting Cleanser.
Bold type with tight tracking and leading was used to refresh our Fenty Skin typography style for this launch. At the time, the intention was to evolve the Fenty Skin brand to have a distinct type style separate from Fenty Beauty.
CHERRY DUB
FACE SCRUB
Landing page and marketing email designed for the launch of Cherry Dub Superfine Daily Cleansing Face Scrub. Macro shots of product formula were used to focus on jammy texture.
HYDRA VIZOR
SUNSCREEN MOISTURIZER
Paid social Instagram ads and programmatic display banners for Hydra Vizor Sunscreen Moisturizer and product page infographics for Hydra Vizor Huez Tinted Sunscreen Moisturizer.
This re-promote campaign enticed new customers to try one of our hero products from the launch of the brand, which boosted sales for an existing product and fueled customer acquisition.
FENTY SKIN
PRODUCT BENEFIT ICONS
I hand-illustrated all icon options in Procreate, made selects with creative directors, and vectorized them in Illustrator. The color palette was derived from brand colors, product photography and packaging. The icons were designed to work at large scale for printed in-store visual merchandising as well as small scale on the product detail webpage.
BRAND GUIDELINES
I built general brand guidelines as well as campaign-specific style guides to ensure brand integrity and cross-market consistency after each season’s asset and working file delivery.