CoverGirl X Sally Hansen RFP
A set of retail concepts balancing distinct identities under one cohesive visual system, developed for in-store displays featuring themed seasonal programs.
The Ask
Create a set of disruptive, seasonal retail displays for COVERGIRL and Sally Hansen. The concepts needed to feel fun, bold, and shoppable. Sally Hansen displays must highlight quick-dry claims, best-selling Insta-Dri shades, and seasonal shades. Both brands had to live comfortably together within unified structures for Mother's Day themed end cap.
My Role
I concepted the display structures, established the visual language for each theme, and built out multiple fully realized approaches. This included structural ideas, color direction, theme development, brand balance, and high-impact die-cut opportunities. I created the layouts that demonstrated how each direction would translate into a retail-ready solution.
Outcome
We won the RFP. The concepts delivered a strong range of seasonal solutions that balanced both brands and clearly communicated product benefits. The work demonstrated our ability to handle themed retail, cross-brand alignment, and structural creativity. The win included national campaign creative, production, and fulfillment, with these concepts serving as a showcase of our capabilities.