Beauty Trend Event
Role: Art Direction, Design, Experiential, Events, Production
Copywriter: Cerilia Rose
Photography: Amanda Ringstad
VP Division Merchandise: Debra Redmond
Retail Director, Beauty and Accessories: Marcella Schlitt
Fashion and Event Production: Keith Wagner
Project Manager: Jessica Kaufman
Vendor Production: OK Works
At Nordstrom, I played a pivotal role in the success of Beauty Trend Event, the retailer’s twice-yearly multichannel beauty extravaganza. This nationwide event features live high-energy runway shows, beauty demos, and panels with brand founders, complemented by engaging online and social content.
Collaborating with Creative, Marketing, and beauty leadership, I led the development of the seasonal look and feel, including event logos, photography, color palettes, messaging, graphics, and signage. Managing both internal teams and external vendors, I took ownership of the end-to-end design and production of print and environmental collateral, ensuring a consistent brand identity across all touchpoints.
Beauty Trend Event stands as the foremost driver of beauty acquisition, engagement, and sales, highlighting its impact on Nordstrom's success.
I also had the opportunity to lead the launch of Nordstrom Beauty's first in-department pop-up shop, Beauty Trend 360°, in collaboration with the Beauty and Accessories Retail Director. Strategically placed in the top 35 stores nationwide, this curated multi-brand destination redefined the in-store experience, allowing customers to immerse themselves in the season's top trends and products. The success of the pop-up extended to supporting subsequent beauty events and fostering collaborations with influencers for impactful social media marketing.
3D renders by Robert Tardiff