Sephora
A brand extension just for the girls.
My role: Strategy & art direction
Campaign Process
The Big Idea
Wundr by Sephora
The Team
Caitlin Mahut, Nikeita MacMaster-McKillop
My Role
Strategy and Art direction
The Problem
Young girls are skin-care-crazed. They're flooding Sephora stores in droves and leaving a mess in their wake. Influenced by social media, these girls are focused on brands that are too mature for them and too expensive. Parents are frazzled. Sephora employees are overwhelmed. And news channels are only fueling the fire. The problem? These girls don't have a place in the industry where they can flourish.
Key Insights
Major insights gleaned from the research reveal that tween girls just want to belong, and they'll do a lot to get there. Girls at this age are naturally curious and are looking to grow and explore who they are and what they like. We know skincare is booming among this demographic, and they easily fall prey to flashy marketing and skincare trends unsuitable for their age group.