Glowhaus
Challenge
Create a new beauty happy place for the rising millennial beauty customer at the O.G. department store, Bloomingdale’s.
Press
Racked / Refinery29 / WWD / Glamour
Awards
Women's Wear Daily Beauty Inc. award for Retailer of the Year.
My Role
Art Direction
Branding
Video Direction
Overview
Our team worked with Bloomie’s merchandising and store design teams to create a new millennial-friendly shop housing Insta-famous products. Glowhaus is a space to browse and play in a low-pressure environment, anchored by a play table to hang out around, try products, and take selfies. I helped shape the entire life cycle of the launch marketing—from vendor pitches to naming to concept development through execution. Glowhaus combines a cast of diverse models to showcase the season's best looks in a playful, imperfect (yet polished) and unapologetic way.
The Digital Experience
Inspired by Pinterest and Insta feeds at the time, the Glowhaus digital experience embodied the way consumers were researching and obsessing over beauty trends. With an infinity scroll of content both shoppable and educational, the homepage mirrored the encouraged exploration of in-store. Every season, brand new shoppable trend video tutorials refreshed the site. By breaking the traditional step-by-step format of how-to videos, the footage captured the spirit of Glowhaus, while also showcasing technique tips to the customer.
