The Obsession Keeps Glowing
OVERVIEW
The Obsession Keeps Glowing is a campaign for e.l.f. Cosmetics’ Glow Reviver Lip Oil Glimmer, designed to lean all the way into lip oil obsession with mega-watt shine and a consumer-loved XXL applicator.
THE IDEA
The creative concept embraced the irresistible allure of lip oil—translating that sensory obsession into bold visuals and a cohesive campaign system across channels.
MY ROLE
I led a team through the full creative process—from concept to execution—across visual merchandising, e-commerce, video, social, and paid media channels worldwide.
RESULTS
• Lip category sales increased +335% YoY
• Ranked #4 SKU in all mass and prestige cosmetics category performance
A campaign built around lip-oil obsession and high-impact shine for e.l.f. Cosmetics.
Campaign Photography.
Paid Media.
Organic Social.
Product Photography.
Digital.
Visual Merchandising.
Model Photography: Guy Aroch, Anairam and Alex Bohn
Makeup: Colby Smith
Hair: Jeff Francis
Wardrobe Styling: Liz Cresci
Prop Styling: Michele Faro
Set Design: Chris Gaskill
Creative Direction: Nina Sulcov
Copy: Richard Quigley
Art Direction: Amanda Goldstein
Visual Merchandising Design: Zac Woffinden
Digital Design: Yasmin Rozmee
DP: Jonathan Galan
Video Editing: Andy Akbik
Production: Jess Kahn + Heloise Goodman
Retouching: Jess Gaber + Juan Dreyfus