Beyond Gloss

The goal:

Reintroduce Beyond Gloss, a highly anticipated fan-favorite lip gloss collection from the former Beautycounter, under the newly rebranded Counter. Build excitement around the return of an iconic product while establishing a fresh, elevated visual identity that reflects the brand's new direction.

My role:

Led the creative development and execution of the launch, establishing the overall look and feel across all print and digital assets. Designed everything from custom PR packaging and printed collateral to website assets, product detail pages (PDPs), email campaigns, and the social media rollout. Supported art direction, photography retouching, and video editing to ensure a consistent visual identity across every touchpoint.

How we did it:

Developed a cohesive creative direction that celebrated the return of a beloved product while introducing it to a new era of Counter. Translated the campaign's visual identity across packaging, e-commerce, email, and social content, combining elevated product imagery, thoughtful typography, and engaging motion to build anticipation and create a seamless launch experience.

Creative Director: Renee Rupcich