brief

Sisley Paris, traditionally recognized for their iconic skincare, recently launched the Phyto-Eye Palette in the U.S. and Canada to expand its rising reputation in makeup. The challenge was to create upper-funnel awareness assets (e-blasts and social ads) that could compete in the saturated eyeshadow market while appealing to a younger Gen Z audience. The palette’s lower price point compared to other Sisley products made it a strategic entry point for this demographic, but it required bolder creative and messaging to fully stand out.

solution

I developed a creative strategy centered around “see + show” storytelling by pairing bold final looks with aspirational copy. To differentiate the palettes in a crowded category I crafted vibe-driven taglines (“Dreamy New Shadows,” “Silky Shades,” “Get the Look”) that emphasized pigment, texture, and luxury while still being approachable.

Alongside the ad copy, I selected and directed imagery that highlighted both product shots and application moments, creating a balance between educational clarity and emotional appeal. This U.S./Canada campaign was designed independently of the French HQ launch to ensure a market-specific approach that resonated with North American audiences.

The result was a cohesive campaign that re-introduced Sisley’s makeup line with boldness and accessibility that bridges the brand’s luxury DNA with a new + younger consumer base.