Kiss / BROW & LASH CARE
Unbooked.
Leading digital art direction and hands-on design for a 15-product brow and lash care launch.
Role: Art direction · Digital design · Shot lists · Image selection · Retouching direction · AI product imagery
The challenge
A CVS-exclusive launch required digital assets for 15 products on a compressed timeline, with product samples unavailable. The challenge was to communicate product benefits and application clearly while meeting the retailer’s deadline.
My role
I led content planning, digital art direction and hands-on design across product content, the landing page and campaign assets. My scope included AI-generated product imagery, shot lists, image selection and retouching direction.
In collaboration with the in-house photography, shoot art direction, and copywriting teams.
Products in the launch
PDPs
Amazon A+ content sets
Infographic sets
Plus the landing page, DTC campaign assets, email and retail media.
A collection defined by color.
I extended the collection’s color-coded packaging into AI-generated category imagery, directing composition, lighting and texture to create a cohesive visual language for the digital launch.
Product storytelling
A consistent infographic sequence introduces each product, explains its benefits and application, and shows the result. AI-generated product imagery is paired with model photography and clear product information.
Across channels
The collection’s visual direction carries through Amazon A+ content and retail media, with layouts adapted to each placement.
Amazon A+
Retail media
CVS · Square
Amazon · Story
Email creative testing
For the brow collection email, the test compared a rotating photo-GIF banner with product-in-use video. Only the main banner changed; the subject line, preview text and supporting content stayed the same.
A / Rotating photo GIF · 0.44% click rate
B / Product-in-use video · 0.54% click rate
+23%
Higher click rate for the video banner.
0.44% → 0.54% (+0.10 percentage points).
5 of 5
Video variants outperformed their photo-GIF controls on click rate across three email sends.
Source: GDP, Unbooked Launch Performance and Recommendations, slides 11 and 21. Brow test: Sept. 17, 2026; approximately 57,000 recipients per variant. Revenue results were mixed; statistical significance was not reported.
The complete landing page
See the collection’s content hierarchy, motion and product interactions together in the desktop and mobile walkthroughs.
Desktop
Mobile