Elevating Younique: A Story of Strategic Creative Leadership

When I joined Younique as the Creative Director of Video, the brand was at a crucial juncture, three years into its journey and eager to solidify its voice in the competitive cosmetics landscape. Younique was not just another beauty company; it was a platform for uplifting, empowering, and validating women—a mission that deeply resonated with me and formed the core of our creative strategy.

Our goal was clear: to transcend traditional marketing tactics and create a narrative that truly reflected Younique's ethos. This mission led us on a deep dive into the brand's origins and ambitions, laying the groundwork for a transformative creative overhaul.

As the helm of Younique's video strategy, I directed a multifaceted approach that involved producing, directing, and collaborating on large-scale product videos, motion designs, marketing clips, and animations. Our vision was to showcase real, empowered women—those who embodied the spirit of Younique's mission—in every piece of content we created.

Under my leadership, our internal video team became a powerhouse of creativity and reliability. In just one year, we produced over 4,000 unique audiovisual materials, significantly boosting Younique's presence and engagement across social media channels. Our work didn't just increase brand awareness; it fostered a sense of community and belonging among Younique's audience.

We also pioneered the use of new technologies in our marketing efforts, notably enhancing live video productions for Facebook Live events. This initiative not only raised the production value but also enriched the viewer's experience, setting a new standard for live brand interactions.

The achievements during my tenure at Younique speak volumes: from the organic growth of Facebook views to assembling and leading one of the company's most creative teams. But beyond these accomplishments, our work at Younique was a testament to the power of aligning brand strategy with authentic storytelling. Through strategic insight and innovative execution, we transformed Younique's brand narrative into an unforgettable journey of empowerment and beauty, leaving a lasting legacy that continues to inspire.

At Lumatrait, our collaboration with Younique exemplifies our commitment to elevating brands through deep strategic understanding and creative excellence. It's a showcase of how, with the right team and vision, a brand can not only narrate its story but truly embody its mission, making an indelible mark on its audience and the world.