OVERVIEW
The Glow Reviver Lip Oil was already a franchise-defining product. The challenge with Melting Balm was how to extend the line into flavored territory without cannibalizing what made the original a hit, or muddying what the franchise stood for.
THE IDEA
Flavor became the point of difference, not just a descriptor. Each shade got its own personality built around a distinct flavor profile, giving the balm its own reason to exist alongside the lip oil. The creative leaned into the sensorial—texture, color, appetite—using flavor as a visual and emotional hook.
MY ROLE
I led a team through the full creative proces —from concept to execution—across visual merchandising, e-commerce, video, social, and paid media channels worldwide.
RESULTS
The campaign helped establish a scalable, flavor-forward creative system for e.l.f.’s Glow Reviver Melting Balm franchise, supporting ongoing product expansion and continued momentum within the lip category.
A sensorial campaign for e.l.f. Cosmetics’ top lip franchise.
Do Your Lips a Flavor
Paid Media.
Photography.
Organic Social.
Digital.
Visual Merchandising.
Creative Direction: Nina Sulcov + Nimrat Brar
Photography: Leeor WIld & Alex Bohn
Makeup: Nicole Faulkner + Mollie Gloss
Hair: Jeff Francis
Wardrobe Styling: Liz Cresci
Prop Styling: Michelle Farro
Set Design: Chris Gaskill
Production: Jess Kahn + Heloise Goodman
Copy: Drew Taylor & Richard Quigley
Art Direction + Design: Perri Vaaler
Visual Merchandising Design: Zac Woffinden
DP: Jonathan Galan
Video Editing: Andy Akbik
Retouching: Jess Gaber + Juan Dreyfus