Created a new brand platform and visual identity through retail, e-commerce site and social media platforms in China.
Sephora is one of the biggest beauty retail chain in the world, with authentic French heritage. They curate a wide selection of the most popular beauty brands and products in the world.
In the competitive beauty retail landscape in China, Sephora wanted to stand out and play a more meaningful role in women's lives – share their beauty knowledge and philosophies, so as to inspire women to ignite their 'beauty power'.
I worked together with fellow Senior Art Director Shu Teoh, to create the brand campaign visual identity guidelines, and the first-ever window display and retail design in China, where customers would be exposed to Sephora's new brand campaign idea of ‘Beauty Power – Turn it on’.
The following examples show how Sephora inspires women to turn on their ‘Beauty Power’ through '‘Beauty Lesson #01’ for the Spring season.
Project contributions: Campaign branding & identity design, Campaign launch design, Window display design, Retail POS display design, Web design, Art direction, Graphic design, Print.
Window display at Sephora flagship store in Shanghai
(Translation from Chinese) Beauty Lesson #01: While others welcome Spring, you — become Spring.
Below: Infinity window display (angle view) — relief cut-out of main visual.
Vertical/Double window display
In-store retail POS display
Sephora homepage banner
Sephora 'Beauty Power' visual identity guidelines
