The senior management at Saks Fifth Avenue decided that they wanted to take a new direction in beauty with a more educational, expert approach. I was asked to create this new voice in conjunction with the head of cosmetic merchandising and a Senior Art Director. We began the concept process together and saw it through every stage of the way.
The Cosmetic Merchandising Director came up with the concept of beauty at any age, the specific cosmetic/skincare/haircare/fragrance trends and their accompanying products. I then created the handle Ageless Beauty 101: A Saks How-To-Handbook and the names for each trend. To establish a unique voice for Saks which connects our beauty trends to what we saw on the runways, I interviewed Saks Fifth Avenue Fashion Director Michael Fink. And to position Saks as a beauty expert with insider tips and tricks for each of the trend related product, I interviewed celebrity makeup artist Charlie Green and renowned hairstylist Peter Butler.
This catalog was translated into event supporting in-store signage and newspaper advertising. The new direction was received with praise by those within Saks Fifth Avenue and by the beauty community at large. Here are some editorial spreads that I wrote.
