Client: House of Lashes

Launch Date: Oct 3, 2023

URL: houseoflashes.com/coffee-collection

• Scope of Work: New collection launch, packaging, 360° digital campaign including PR boxes and mailers, paid ads, email campaigns, and social media efforts.

• Role: Creative Director, Graphic Designer, Packaging Designer.

• Objective: Launch a new collection for House of Lashes with a more tonal campaign theme that has yet to be explored, straying away from the classic pinks and pastels, and bringing in a new look for this unique line of lashes.

• Creative Process: The Coffee Collection lashes broke new ground for House of Lashes, and I wanted the campaign to reflect this evolution. I encouraged the team to embrace the coffee-inspired theme, drawing on the "latte makeup" trend to create a modern, relevant feel. We aimed to reach customers outside the brand’s usual pink-driven aesthetic, appealing to those drawn to neutral, monochromatic tones.

• Outcome: This fresh visual direction proved highly successful. The campaign resulted in an 81% increase in social media reach and a 421% boost in engagement, making it the most-viewed launch to date. Sales increased by 16%, and revenue grew by 32% compared to the previous launch. Our email marketing efforts also saw record-breaking results, generating the highest email revenue in a 30-day post-launch period, with improved CTR and total revenue from the previous launch.