Full overhaul of a +40 year old heritage brand to make it young, fresh, & the most inclusive brand in the industry.

I developed the tone-of-voice, visual identity, packaging, messaging hierarchy, POS assets, sales materials, education content & social media. I defined strategic territories, customer segmentation, & portfolio anaysis to ensure the highest year-over-year profits in the brand’s history.

Reinvented a 50 year old heritage brand to reassert it’s premium, iconic status, while embodying new, modern interpretations of luxury.

I set strategic goals, customer segmentation, portfolio analysis, secured the brand’s entrance into Sephora with exclusive content & developed e-comm channels. I developed the tone-of-voice, visual identity, packaging, messaging hierarchy, POS assets, sales materials, education content & social media.

Executed the digital transformation of L'Oréal Proessionnel including building their 1st global website, centralizing their social media, channels, creating years of blog & long-form content, developing the ‘Style My Hair’ app, including all UX & supporting content.