Client: House of Lashes

Launch Date: Feb 13, 2024

URL: houseoflashes.com/feline-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: To launch a new collection for House of Lashes, ensuring the elevated, feminine aesthetic of the collection remained true to the brand’s identity and values.

• Creative Process: For this collection, I leaned into the feline-inspired names of the lashes, incorporating subtle feline elements while creating a more feminine, grown-up aesthetic than the brand had previously explored. This was intentional, as we aimed to target a new customer demographic based on the learnings of successful past launches. The creative team kept true to HOL’s core brand values by integrating key branded imagery throughout the launch and continued to emphasize customer education around the new products.

• Outcome: Within the first 60 days, the Feline Collection ads achieved a total of 434% ROAS. The collection was launched exclusively with Target, both in-store and online, allowing House of Lashes to reach a new audience. The launch success also led to collaborations with celebrity MUAs, including @clarissalunanyc, who used the lashes on Jennifer Coolidge. Lastly, this collection achieved the highest-performing landing page of any HOL launch to date.