L'Oréal Professionnel - The brand

I started working as both a Senior Designer and Photographer for the L'Oréal Professionnel brand back in 2008. Over the years we have grown, changed and evolved both as a team and as a brand. Today, as Senior Art Director, I am responsible not just for the keeping of the brand aesthetic and message, but also in challenging our team to create new collateral that excites our sales and education team while embracing new and emerging trends. The above video is edited and narrated by myself while the below brand book was created by our Creative Director. I handled all of the photography (and videography) art direction.


LA Fashion week x L'Oréal Professionnel


L'Oréal Professionnel's Hairchalk

Hairchalk was a unique launch in that it was one of the first "salon-level" temporary haircolor products that was geared towards a slightly older audience. I initially worked with the Director of Marketing in developing ideas for how we could "guerrilla market" the product since it was already a bit outside of our normal wheelhouse. From there, I handled the art direction of all of the promotional collateral as well as the THREE different photo shoots we had to do for both our print and social media campaigns.


L'Oréal Professionnel's styles of the moment

Styles of the Moment was a fun launch in that it allowed us to work more directly with our favorite stylists within the L'Oréal Professionnel family. Each stylist provided their "inspiration" for each look, where we subsequently built out an entire lookbook campaign around their looks. While supervising our creative team on all of our print collateral, I worked on the PR materials including the above teaser video and a iPad Digital lookbook. (Storyboards for the video can be seen below.)

Original Storyboard for the Teaser Video

Original Storyboard for the Teaser Video

Original Storyboard for the Teaser Video

Original Storyboard for the Teaser Video


L'Oréal Professionnel's Bronde 2015

Our initial fall Bronde promotion was so successful we ended up doing another one the following year for spring. The problematic aspect of this launch was that all of the looks were celebrity inspired, and we definitely did not have the budget to hire each and every actress as a spokesmodel for our brand, haha! (Neither did we have to budget to do our own lookbook shoot with our own models.) The solution that we came up was in doing illustrations based of the looks and photographing the products along with the artwork. It eventually went on to become our most successful social media/Instagram campaign to date!

All of the illustrations were done by Kei Meguro, a Brooklyn-based illustrator. I had a been a fan of her's for months, so when this opportunity came up I immediately reached out to her. She of course was a pleasure to work with! (You can see some of our notes from the early stages below.)