Beauty Bay Winter 2023

For their 2023 Christmas campaign, BEAUTY BAY aimed to improve AOV of its gifting campaign and position its own label winter collection as the perfect gift for the season. It was my responsibility to direct the visual strategy for the digital campaign and product packaging. Using the dreamcore aesthetic trend popularised by Gen Z as inspiration, the designers combined winter surrealism with festive motifs to elevate product and packaging and set BEAUTY BAY apart from its competitors in an increasingly saturated market. Its impact was evident, meeting all sales targets.