Impress / DIGITAL LAUNCH
Individual lashes.
Personal expression.
Digital art direction and hands-on design connecting lash inspiration, style discovery, and a clear path to purchase.
The challenge
Make lash mapping approachable while helping shoppers understand three styles, multiple lengths, and the difference between a starter kit and a multipack.
My role
I led the digital design and content structure across the landing page, product education, and campaign assets—bringing the collection into a cohesive Impress shopping experience.
In collaboration with the in-house photography, shoot art direction, and copywriting teams.
01 / STYLE DISCOVERY
From saved inspiration
to a look of your own.
The selfie-led imagery brings an everyday, social energy to the launch. I paired that visual direction with clear lash maps and style comparisons, helping shoppers connect the look they want with the product they need.
Introduce lash mapping through close-up imagery and application guidance.
Compare Natural, Volume, and Wispy within one starter kit.
Separate the multipack offering for shoppers ready to commit to a style.
02 / PRODUCT EDUCATION
Make the details easy to grasp.
I organized the starter-kit infographics around three shopper questions: which look, how it works, and what is included. Consistent layouts connect model results, product close-ups, and kit details.
PDP infographic sequence / Individual Lash Starter Kit
AMAZON A+
Expand the story for the shelf.
The A+ layout gives the kit more room to explain itself, pairing model imagery with product callouts while maintaining the campaign’s visual identity.
03 / CAMPAIGN TOUCHPOINTS
Keep the personality across channels.
The email sequence moves from introducing the collection to showing how it works. Animated selfies establish the campaign’s personality; close-up application footage supports product education.
04 / THE COMPLETE EXPERIENCE
Inspiration, education, and shopping.
One connected experience.
The landing page brings the campaign together—from discovering lash mapping and comparing styles to choosing a starter kit or multipack.