Flower Beauty

FLOWER BEAUTY | BEAUTY FOR REAL LIFE

Flower Beauty, founded by Drew Barrymore, is a popular makeup brand sold at CVS & Ulta is known for its dedication to natural beauty and affordable prices. Offering a wide selection of cosmetics and skincare items, Flower encourages people to showcase their distinctive beauty while promoting inclusiveness and environmentally-friendly approaches.

Since becoming a part of the Flower Creative team in 2019, I've contributed to two significant rebranding projects. The latest one centers around the concept of embracing real-life beauty. In this recent rebranding effort, our goal was to ensure that the visual elements conveyed a more authentic, lived-in quality. We aimed to showcase the beauty in life's imperfections, emphasizing how it intertwines seamlessly with our daily routines.

REBRAND PHOTOSHOOT

I worked closely with Monica Picca, the Senior Art Director and a collaborative marketing team to plan and execute a brand photoshoot for the "Beauty for Real Life" rebrand. The renowned photographer Jen Livingston captured the essence of the campaign. My role involved contributing to the concept development, creating mood boards, selecting models, and working with external production partners on set and prop design. Additionally, I had the responsibility of art directing the social media content produced during the shoot, working alongside Maesa's in-house photographer, Anneka Bunnag.

Art Direction | Monica Picca & Emma McBride

Photography | Jen Livingston

SOCIAL GRID

As part of our "Beauty for Real Life" rebrand, we initiated the transformation by focusing on our Instagram presence. This involved incorporating lifestyle imagery to demonstrate our products in real-life situations. Furthermore, we developed more captivating and creatively-driven educational posts about our products to capture our audience's interest. Additionally, we introduced a new serif typeface to enhance and build upon our existing brand style.

CVS IN-STORE DISPLAY

Worked together with Senior Art Director and our internal marketing team to redesign the CVS in-store display to reflect the new assets from the photoshoot. My role involved developing type styles to use across the graphics, selecting photos that fit the product placement and ensuring that the overall endcap felt cohesive.

Art Direction | Monica Picca & Emma McBride

Design | Emma McBride

SWATCH WORK

Art Direction & Editing | Emma McBride

Photography | Anneka Bunnag

IN HOUSE NEW PRODUCT MACRO SHOTS

Art Direction | Emma McBride & Monica Picca

Photography | Anneka Bunnag

Editing | Emma McBride

Social Content CREATION

Worked closely with the marketing team in our office to shoot and edit social media content. Our objective was to create brief, product-centric videos that efficiently demonstrated the texture and color payoff of our leading SKUs. This content was used and formatted for both Instagram and Tik Tok.

PRINT ADS

Crafted print advertisements in alignment with the new Flower Beauty aesthetic for the seasonal editions of Drew magazine. This encompassed the task of revising existing imagery to align with our current visual style.

Packaging

Under the guidance of the product innovation marketing team, I developed packaging for our new products in 2023 and 2024. Our objective was to maintain continuity with our established packaging style while introducing some standout packaging designs for key products like the Afterglow Luminous Serum, Skin Smoothie Primers, and Dream Warrior Mascara.

CVS 2020 LAunch

To celebrate National Color Day 2020, we wrapped the exterior of CVS in Manhattan with vibrant displays, coinciding with the launch of Flower Beauty in CVS stores. Our graphics not only transformed the building and the adjacent sidewalk but also involved the creation of exclusive tote bags and T-shirts, which were distributed to customers.

SOCIAL POSTS

Assorted social posts that showcase typography as well as photo editing and composition.

ET LIMITED EDITION PALETTE

Instagram Assets & Giphys for Stories

INFLUeNCer mailer card & Box DESIGN