AMOUREUX BEAUTY
Content Strategy / Creative Execution / Market Positioning
STRATEGY
Amoureux had already launched, but the brand needed clarity and momentum in an oversaturated market. I was brought on to refine their content strategy and build a presence that would break through the noise, not just aesthetically, but emotionally. I mapped out content pillars rooted in softness, storytelling, and skin-specific pain points (eczema, PCOS, hormonal sensitivity), and developed an organic growth approach that prioritized resonance over trend-chasing.
CREATIVE EXECUTION
I led the direction and production of a key campaign shoot, from shot list creation to styling and on-set execution. The visuals were designed to balance cozy and clinical: moody bathroom light, post-shower moments, real skin texture, and emotionally honest composition. I also played a central role in Amoureux’s NYC pop-up, capturing content and helping shape how the brand showed up IRL.
RESULTS
To support growth and expand reach, I developed a TikTok-forward strategy and restructured Amoureux’s UGC flow, shaping briefs, identifying aligned creators, and ensuring every piece of content matched our refined tone of voice. I also consulted on packaging, gifting, and pitch decks to unify the brand’s story across every touchpoint. This strategic foundation brought emotional depth and visual consistency to Amoureux’s presence, helping them carve out a distinct identity in a saturated category. The campaign shoot became a cornerstone of their soft-launch storytelling, and the refreshed content direction allowed them to scale without compromise.
THE VISION:
Skincare meets sidewalk, emotionally intelligent content with a pulse.
This shot list was designed to reframe skincare as something you live with, not something you stage. From spilled coffee and corner store carts to jean pockets and cab trays, every image was crafted to feel spontaneous, lived-in, and slightly chaotic in the best way. The visual direction leaned into softness with edge, bridging cozy clinical with the grit of real city life.
THE OUTCOME
The final content blurred the line between strategy and storytelling, helping Amoureux show up in a way that felt not just beautiful, but believable. The imagery anchored their soft launch across social and IRL, while the tone, placement, and unexpected details made the brand feel like a lived-in part of the city.
From cab trays and spilled matcha to subway stickers and skincare-in-motion, the work helped position Amoureux as more than just another skincare line, it became a brand with pulse, personality, and presence.