Glowhaus
Fall/Winter
Bloomingdale’s
Bloomingdale’s launched Glowhaus as its largest beauty investment to date, carving out dedicated space on the iconic first floor of the 59th Street flagship to house a boutique designed for younger customers. I led a team of 8+ through the full lifecycle of the campaign—from concept development through execution.
Glowhaus features a diverse cast of models showcasing the season’s best looks in a playful, imperfect (yet polished), and unapologetic way. By breaking from the traditional step-by-step how-to format, the content captures the unique spirit and personal style of each model while still delivering valuable application techniques to customers.
Press: Racked, Refinery29, WWD, Glamour
Awards: Women's Wear Daily Beauty Inc. award for Retailer of the Year.
Digital.
Visual Merchandising.
Photography: Anairam
Makeup: Erin Parsons
Hair: Bok-Hee
Styling: Melaney Oldenhof
Associate Creative Direction: Preeti Monga-Scheier
Art Direction: Paris Wilson
Video Editing: 811 Media
Design: Sara Cho + Soljee Lee
Copy: Carey Susskind