PINK VS PEACHSENIOR CREATIVE MANAGER · FULL CAMPAIGN DIRECTION
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CEMENTED EASY BAKE AS THE #1 SETTING POWDER GLOBALLY
Complexion launches live or die on education. If a customer can't understand which shade is right for them, they don't buy. Or worse, they buy the wrong one and return it.
Working with Huda and Mona, I developed a campaign concept that turned colour science into a cultural moment. Not a lesson. A side.
CAMPAIGN DIRECTION • SOCIAL & DIGITAL • RETAIL & VM • EVENT CREATIVE
The Concept
Pick a Side.
Know Your Undertone.
The brief was to launch new shades of the cult Easy Bake Setting Powder and FauxFilter Color Corrector. The challenge was the same one that faces every complexion launch: how do you help people understand which shade is actually theirs?
Working with Huda and Mona, I developed the idea of framing the launch as a rivalry. Pink shades for cool undertones. Peach for warm. The sisters were the perfect living illustration of the concept: Huda runs warm, Mona runs cool. The campaign didn't just tell you which to choose. It showed you.
The Pink vs Peach mechanic made shade selection feel like a personality quiz, not a technical decision. That was the unlock.
#1EASY BAKE CEMENTED AS THE #1 SETTING POWDER GLOBALLY
↑EXCEEDED SALES FORECAST
AT LAUNCH
VIRALTIKTOK AND INSTAGRAM AT LAUNCH
Education Strategy
Understand
Your Undertone.
Own Your Shade.With any complexion launch, if you don't solve the education problem you don't solve the conversion problem. I built an education layer into every touchpoint of the campaign, from the hero content down to in-store VM.
The social content was designed to answer the question before the customer even thought to ask it. Undertone explainers, shade match tutorials, and side-by-side comparisons across diverse skin tones made the Pink vs Peach story genuinely useful, not just beautiful.
The result was social content that performed on reach and drove direct purchase intent. Customers arrived at the shelf already knowing their side.
"Colour education is the hardest brief in beauty. The answer isn't to explain it better. It's to make people feel something about it first."
MARCO NIEFER · SENIOR CREATIVE MANAGER, HUDA BEAUTY
International Event · Dubai
A Carnival Built
Around a Colour StoryI directed the creative for a large-scale consumer and influencer event in Dubai, built entirely around the Pink vs Peach world. The carnival format gave the campaign's rivalry mechanic a physical dimension: guests chose their team on arrival and experienced the brand through that lens throughout the night.
Every detail was a creative decision: the split "PINK vs PEACH" signage, the colour-coded zones, the Burj Khalifa-shaped Easy Bake installation, the branded carnival games, the Huda appearance. The event generated significant organic coverage and introduced the product to consumers who had already been educated online. It was conversion at scale.
Masterclass · Dubai
Huda Teaching
the TechniqueAlongside the consumer event, I oversaw the creative for an intimate masterclass with Huda, built around her personal technique for the perfect bright under eye. Team Pink and Team Peach stations gave the session its structure, and the hands-on format gave press and influencers the kind of access that translates directly into quality coverage.
The masterclass was designed to feel like a creative session, not a press briefing. Guests left with a genuine understanding of the product and a story worth telling.
Retail & Visual Merchandising
The Campaign
at the Shelf
I had oversight across the retail and VM creative as part of the full campaign direction. The Pink vs Peach colour story extended consistently from digital through to in-store, with shade education built into endcap displays and point-of-sale materials globally. A customer who had seen the campaign online should arrive at the shelf and immediately recognise their side.
