Forma
Led all strategic positioning, editorial direction, educational content, and voice identity for an evolving portfolio of up to 10 beauty brands, including Morphe brand relaunch.
Role: Senior Editorial Director, Global Creative
Date: 2021 - Present
Location: Los Angeles, CA
Collaborators: Design Army, Travel Agency, Better Creative Solutions
Project: Cheek Thrills 360 Launch
Product Name:
Cheek Thrills Multi-Finish Face Trio
Product Positioning:
Capture how skin looks in life’s most thrilling moments—from the tanned-and-tipsy flush of a day at a tropical beach club to the frost-bitten glow of a glamorous ski vacation—with Cheek Thrills Multi-Finish Face Trio. Each innovative mini palette features three monochromatic formulas—a satin cream, a luminous cream, and a silky powder—that mix, match, and layer flawlessly for custom colors, effects, and finishes.
Shade Names:
AFTER PARTY (nude rose)
BEACH BONFIRE (coral peach)
SUNSET SWIM (nude bronze)
BLIND DATE (midtone pink)
CABANA CLUB (vibrant watermelon)
APRÈS-SKI (cool pink)
WINE & DINE (rich berry)