OVERVIEW
As part of e.l.f. Cosmetics’ number one lip franchise, Do Your Lips a Flavor brings sensorial textures and playful storytelling to the Glow Reviver Melting Balm lineup. Each shade is inspired by a distinct flavor profile, giving the product its own personality while reinforcing the brand’s fun, accessible approach to beauty.
THE IDEA
Leaning into sensorial cues, the campaign brought each flavor to life through unique branding, textures, and color stories. The creative celebrated the idea that lip products can be experienced—not just worn—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
Photography.
Paid Media.
Visual Merchandising.
Organic Social.
Digital.
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