client: Maybelline New York Global
duties: Creative Direction, Art Direction
With over 400 skus, and 40 countries Maybelline New York had no true way of being available to their global community of beauty fans that was truly mobile, until now. In late 2012, my team was introduced to a mobile tool created with Maybelline in mind called Shade Finder, which used consumer's camera phones to pinpoint their exact shade recommendation across all of the brand's skin foundation collections. This innovation served as the basis for the creation of the Makeup Express mobile app, which included not only the Shade Finder feature, but also product information, reviews, extended content, pro-tutorials and more.
To date the app has launched across four countries globally, with Canada leading the way with impressive results and accolades.
co-art Direction: Angela Cho