Estée Lauder
Creative Concept & Strategy / Art Direction / Graphic Design / Branding
During my Fashion & Luxury MBA program at NYU Stern School of Business, my team and I were tasked with proposing a brand initiative for Estée Lauder / M.A.C. Cosmetics to attract and increase market penetration in the Millennial Latinx market.
Our solution was an omni-channel campaign that leveraged demographic research and key insights in order to resonate with decision-making and purchasing behaviors of Latinx consumers while celebrating Latin culture in the United States. Some of our recommendations were subsequently adopted by the M.A.C. team at Estée Lauder following our presentation.
