Glowhaus
Spring/Summer
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.
Bloomingdale’s
Digital.
Photography.
Print.
Video.
Visual Merchandising.
Photography: Anairam
Makeup: Yuki Hayashi
Hair: Dennis DeVoy
Styling: Rachel Gilman
Associate Creative Direction: Preeti Monga-Scheier
Art Direction + Design: Sara Chou
Copy: Nina Judar