As Saks expanded its beauty customer base, the brand sought to elevate the shopping experience and diversify its product offerings to attract a younger demographic and tap into emerging markets, including wellness and high-tech beauty tools.

To support this initiative, I collaborated with art directors, beauty editors, and other key stakeholders to develop compelling educational and how-to content that introduced new products while incorporating insights from our in-house buyers and founders of brands in the industry to provide expert beauty tips.

Additionally, I worked closely with teams across site content and media to design new templates that integrated both beauty product and close-ups of videos & stills of faces, adding more humanity and relatability to the beauty campaign creative. We also brought in more diverse casting, colorful propping in stills and bold yet clean typography to appeal to a younger customer audience. These enhancements led to significant lift in conversions and successfully attracted new customers to the site.