Client: House of Lashes

Launch Date: July 16, 2024

URL: houseoflashes.com/demi-lashes

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

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

• Objective: Launch a new product, create community inclusion by letting them know their voices were heard, and intentionally build an evergreen launch campaign that can be used year-round.

• Creative Process: The launch of these new products needed to align seamlessly with House of Lashes' core product lines. Inspired by the community’s requests for half-lash versions of HOL’s classic styles, we created an evergreen campaign focused on a clean, timeless aesthetic. I directed the team to integrate key HOL branding elements, ensuring consistency across all touchpoints and allowing the campaign to be relevant well beyond the product launch.

• Outcome: The collection sold out within the first month and achieved the highest page views year-to-date. The Demi digital ads achieved a blended ROAS of 185% within 30 days, surpassing industry benchmarks for both CPC and CTR.