CLIENT: SEPHORA USA
CREATIVE DIRECTOR: SASimon boonyavatana
SENIOR ART DIRECTOR: Olivia Meier
ART DIRECTOR: Giulia Marconi
senior graphic designer: Marissa newman
Graphic Designer: Gabriela Colon
Design Elements (cues): Man vs machine
In 2025, the Sephora Holiday Campaign centered around the idea of “glimmers”—the small, joyful moments that brighten your day. Whether it’s a friendly smile, an unexpected treat, or a subtle sparkle, these little experiences inspired a season rooted in warmth, delight, and celebration.
Visually, the team brought this concept to life by infusing sparkle and texture into Sephora’s world through the use of sequins, rhinestones, and shimmering finishes. Partnering with Man vs Machine, we developed a distinctive holiday visual system where campaign cues appeared as if crafted from sequined patches, creating a tactile and festive identity unique to the season.
These “glimmer” elements were carried across all touchpoints—from in-store fixtures and window displays to digital banners, emails, and social content—weaving a consistent, celebratory thread throughout the campaign. The result was a vibrant, multi-channel experience that captured the joyful essence of the holidays and the magic found in everyday moments.
During concept development, I drew inspiration from the trend of “bedazzling” everyday objects—the idea of gluing rhinestones on accessories. Here, I added real rhinestones to the mini Sephora bag.
This year, they added security enclosures to the gift card, which required rethinking the structural design of the mini gift card carrier. I partnered with the vendor to develop accurate dielines, refine proportions, and select the final holographic foil finish that enhanced the bag’s festive shimmer.
Through thoughtful material exploration and collaboration, I helped transform a small piece of packaging into a collectible, joyful expression of the holiday campaign.
Gold Gift Card
One of the biggest challenges was selecting the right gold foil. The first round of samples appeared too yellow-green, and due to production constraints, the printer couldn’t provide additional drawdowns on schedule. When a foil swatch book finally arrived, I had just one day to evaluate and select the perfect tone of gold, balancing warmth, shine, and printability under tight deadlines.
T-shirt
For the 2025 Holiday Campaign, I collaborated closely with the Creative Director and Marketing Lead to design a festive Beauty Advisor t-shirt that aligned with the campaign’s “Glimmers of Joy” theme—while staying within budget.
The concept began with a series of sketches exploring how to bring “sparkle” to life through texture and material. After several creative reviews, the team aligned on using real sequins as the hero element of the design. I worked directly with the vendor, adjusting artwork to ensure our graphics could be accurately translated into sequins, maintaining both visual clarity and brand integrity.
We went through multiple rounds of sampling to perfect the color and size of sequins and star embellishments, refining the details until the final product struck the right balance of festive and wearable. The result was a joyful, eye-catching t-shirt that captured the spirit of the season—and could be proudly worn by Beauty Advisors in stores across the country.
Emails
Moving into the digital phase of the campaign, I worked on the Holiday Core digital assets, which included a series of promotional emails featuring animated header GIFs designed to capture attention and convey a festive mood. These emails highlighted featured products and special holiday promotions, balancing visual excitement with clear, informative messaging. The goal was to create a digital experience that felt fun, celebratory, and engaging, while maintaining the clarity and polish expected of the Sephora brand.
Website
The Ease and Convenience website pages were fully “holidized” to align with our seasonal campaign, incorporating subtle rhinestone sparkles to bring the glimmer theme to life. Because these pages are responsive, each decorative element needed to scale elegantly across a wide range of screen sizes—maintaining clarity, balance, and visual impact whether viewed on mobile or desktop. Using Figma, I crafted adaptable layouts and responsive mockups that ensured the sparkle moments felt intentional and polished in every format, seamlessly integrating holiday magic into the everyday shopping experience.
Gift Card Ads
One of the key components of the Holiday Campaign was promoting Sephora’s limited-edition holiday gift cards—a reminder to clients that even if they’re unsure what to give, a Sephora gift card is the perfect choice for the season. I created the hero animation in After Effects, designed for social media platforms such as Pinterest, Instagram, and Snapchat, to capture attention through dynamic, festive motion. In addition, I developed a simplified version of the animation optimized for digital ads across external websites, ensuring visual consistency and brand recognition across all digital touchpoints.
Website
As the lead designer on Holiday Core, I oversaw the creation of the Holiday Hub—the central digital destination for shoppers navigating Sephora’s seasonal gift guide. Using Figma as my primary tool for layout design and interactive mockups, I built a cohesive, intuitive shopping experience that aligned seamlessly with our “Glimmers of Joy” campaign. The landing page guided clients to the season’s bestselling sets and allowed them to explore gifts by price point, category, and need, all within a visually festive framework. To reinforce the campaign’s identity, I designed a system where every interactive icon featured its own unique sparkle moment, making the entire journey feel joyful, polished, and delightfully shoppable.
