Client: Maybelline New York (L'Oréal Group) x Amazon
Role: Art Director, Creative Strategist, Photographer
Deliverables: Creative strategy, PDP video framework, production system, storyboards and scalable content guidelines. Finished PDP video in mobile first format.
The Challenge:
Customers shopping for beauty products online need to understand texture, pigmentation, application and the finished result before making a purchase. Traditional ecommerce content often struggles to communicate these qualities while remaining true to a brand's identity.
My role was to develop a scalable Product Detail Page (PDP) content system for Maybelline New York that increased customer confidence while fitting seamlessly within the brand's existing visual world. The content also needed to meet Amazon's technical requirements, be mobile-first and easily repeatable across future product launches.
My Approach
Brand Research
→ Analyse Maybelline New York's existing campaigns, target audience, casting, styling and visual identity to ensure the content felt native to the brand.
→ Analyse Maybelline New York's existing campaigns, target audience, casting, styling and visual identity to ensure the content felt native to the brand.
Creative Framework
→ Develop a repeatable photography and video system that balanced Maybelline's brand aesthetic with Amazon's customer-first ecommerce experience.
→ Develop a repeatable photography and video system that balanced Maybelline's brand aesthetic with Amazon's customer-first ecommerce experience.
Content Strategy
→ Define the customer journey through video, showcasing the product, texture, application and finished result while answering the key questions customers have before purchasing.
→ Define the customer journey through video, showcasing the product, texture, application and finished result while answering the key questions customers have before purchasing.
Production
→ Design an integrated workflow where photography and video were captured within the same production, maximising efficiency while maintaining premium creative quality.
→ Design an integrated workflow where photography and video were captured within the same production, maximising efficiency while maintaining premium creative quality.
Implementation
→ Deliver a scalable content framework that could be adapted across future product launches while maintaining consistency across multiple formats and markets.
→ Deliver a scalable content framework that could be adapted across future product launches while maintaining consistency across multiple formats and markets.
Outcome
The result was a scalable video production system that aligned Maybelline New York's brand identity with Amazon's customer experience. The framework delivered a consistent visual language, increased production efficiency by combining stills and video into a single workflow, and established a repeatable model that could be applied across future product launches.
Integrated Content Workflow
→ Develop a production approach where photography and video were captured within the same shoot, eliminating the need for separate productions while maximising creative output and efficiency.
→ Develop a production approach where photography and video were captured within the same shoot, eliminating the need for separate productions while maximising creative output and efficiency.
The photography framework focused on the key moments customers needed to see before purchasing:
Model with the product
Product application
Finished makeup result
By integrating stills and video into a single workflow, the production delivered a consistent visual language while creating a broader suite of assets from the same shoot, ready for use across ecommerce, social media and digital marketing.
