Sephora Collection
Retail System, Packaging, Visual Merchandising

Led design execution for national retail storytelling systems across Sephora Collection product launches, translating brand strategy into scalable in-store environments within a 2,600+ store global portfolio.

Role Highlights:

  • Led creative development for Sephora Collection retail storytelling systems across 2,600+ stores, translating product launches into immersive brand experiences.

  • Managed $2M+ visual merchandising budgets, overseeing packaging integration, in-store display systems, tester units, and experiential installations from concept through fabrication.

  • Provided on-site installation guidance to ensure design integrity across flagship and high-traffic locations, approving merchandising displays prior to rollout.

  • Partnered with merchandising, production, and store operations teams to ensure implementation standards were maintained across high-volume, multi-format retail environments.

  • Directed large-scale experiential initiatives integrating 3D visualization, motion, and print assets to elevate brand presence in a competitive mass beauty landscape.

  • Supported international expansion initiatives, including launch setup for Mexico and Canada, adapting retail storytelling systems to regional market requirements while preserving global brand integrity.

Sephora Collection — Retail Display & Packaging Integration

Developed cohesive in-store display systems for makeup accessories and skincare launches, integrating packaging design with merchandising strategy to create bold, color-driven retail moments.

Focused on shopper navigation, product storytelling, and operational efficiency — ensuring displays were visually impactful, easy to shop, and optimized for replenishment at scale.

Virtual Artist | Interactive Retail Innovation

Led the design and in-store integration of Sephora’s Virtual Artist — an AI-powered interactive display that blended digital try-on with physical product merchandising across lip, eye, and mascara categories.

The experience allowed customers to test shades in real time without using physical testers, improving hygiene, discovery, and purchase confidence. In 2018, the installation became a destination within select flagship locations, driving significant traffic as customers sought out the new technology.

Designed the physical fixture to seamlessly connect screen engagement with product selection, ensuring intuitive flow between digital interaction and shelf merchandising.

Launched in New York and supported rollout to additional high-visibility stores. Partnered cross-functionally with merchandising, store design, facilities, Sephora’s Innovation Lab, and architectural teams to align creative intent with technical feasibility and operational execution.

Sephora Collection Lip Stain 100 Color Launch

  1. Tester Unit Arrangement

  2. Shelf Tag Hierarchy

  3. made sure the test displays fit the product snuggly and easy to refill

  4. thoughtfully designed to add a space for the lip lines

  5. Arranged by color family

  6. hard to resist impusle by on the end cap