SEPHORA Play! Luxe Vol. 4-6

Branding & Strategy, Photo Art direction, Overall design

Play! Luxe was a luxury sampling program that launched three times per year, including high-end brands like La Mer and Dior. Our primary focus was to create an elevated look and feel that differentiated this line from the regular sampling program at Sephora while maintaining the core elements of sampling, which is to 'surprise and delight' the customer. My team and I came up with the program's comprehensive branding, art direction, and overall design, including bag design, photo art direction, print collateral, and digital marketing materials.

Play! Luxe 6: Bring your own beauty

Play! Luxe 5: Get your carry-on ready

Play! Luxe 4: Turn on your out-of-office

Sasimon Boonyavatana, CD
Erin Anderson, Art director
Sterling Olmstsead, designer
Brianna Verdugo, Editorial writer

©Jessica HJ Lee 2021