NYX Striking Lashes Mascara

Project Brief

Create a new mascara that will allow for dramatic lashes and emphasize this to the customer. The goal is to design a mascara that will capture the attention of the customer and allow them to quickly understand the benefit of the product.

Solution

NYX celebrates self-expression and empowers every makeup lover to experiment at full volume. With this in mind, I designed a new mascara called “Striking Lashes” to emphasize that this mascara will allow for the most dramatic lashes possible. The packaging includes a trendy eye-catching neon lightning strike graphic which is on-brand and ties in well with the “Striking Lashes” theme. Once the mascara was created, I designed the packaging to display the product on the shelf, along with a 3D model of the in-store POP display. Additionally, I developed a 360° campaign to promote the new product, which includes a 3D animated reel, a carousel social post, email marketing, and a web banner to highlight the features and benefits of the new mascara.

Art Direction / Concept / Creative Strategy / Graphic Design: Jennifer Bafaro