Luxury Branding at Scale
As Head of Creative at luxury skincare brand Perricone MD, I helped execute and extend brand campaigns across video, paid and organic social, tradeshow environments, and direct mail. The work focused on consistency, speed, and craft across channels with very different constraints, ensuring the brand felt cohesive whether it showed up in a feed, an inbox, or a physical space.
Touchpoints
- Videos
- Social Media Content
- Email Marketing
- Direct Mail
- Tradeshow
- Advertising
The Challenge
To relaunch the Hypoallergenic Collection, we highlighted advanced biomimetic ingredients that deliver efficacy without compromising sensitivity. The campaign visuals drew inspiration from Japanese Ikebana, celebrating harmony and balance found in nature.
The Approach
As Creative Director, I steward the Perricone MD brand across digital, print, retail, and packaging. I lead cross-functional teams — from writers and designers to producers and photographers — to craft campaigns that balance clinical credibility with emotional storytelling. Each initiative is a chance to retell our brand story while spotlighting what's new, better, and different.
The Outcome
Through product and lifestyle visuals, we created compelling narratives that converted attention into action — driving measurable increases in collection sales and establishing the Hypoallergenic line as a cornerstone of the brand's sensitive-skin positioning.
3×
Collection Revenue Growth
40%
Email Open Rate Lift
12
Channel Touchpoints
"The website redesign is stunning, but more importantly, it is highly functional. Beyond the launch, his monthly content generation — from neighborhood deep-dives to market snapshots — is consistent, effective, and perfectly on-brand. It's rare to find such technical strategy balanced with creative flair."