I teamed up again with the Cosmetics Merchandising Director and a Senior Art Director to create a beauty catalog that employed the expert voice I established for Saks Fifth Avenue. The head of beauty merchandising had the idea of beauty secrets, which would have different themes for each editorial spread. The information that was provided did not consist of any secrets, so I had to go back to the drawing board. I created brand new themes for each of the product groupings that had already been shot. At the 11th hour I had to request all new information and was able to generate some interesting beauty secrets.
The catalog was translated into in-store signage and print advertising which supported the very successful event. Here are some edits that I wrote.
