LUMIFY - Natural Beauty

Senior Art Director | Barker

In 2020, we developed a new LUMIFY campaign that emphasized embracing natural beauty and eye color. For our video and still assets, we showed the diversity of LUMIFY consumers by including models of varied age, race, and gender. Aside from refreshing our brand assets, we officially kicked off our LUMIFY Lovers loyalty program to include a digital presence and new materials—such as tutorials by celebrity makeup artist, Vincent Oquendo. Soon after the launch of our new campaign, sales increased by 20% and have continued to trend upward into 2021.

Production + Photography: Vicky Lawton