Allure Beauty Box
2017–2021
ROLE Creative Director
DESIGN Chris Brown
PHOTOGRAPHY Will Anderson and Raj Shah
VIDEOGRAPHER Ted Maniatakos
VIDEO EDITING TJ Fabian
EDITOR-IN-CHIEF Michelle Lee
Overview
Allure develops a monthly box subscription of beauty products curated by their expert editors. A way to send the best in beauty from their glossy magazine, straight to your door.
In collaboration with the Allure Editor-in-Chief, Michelle Lee, and her team—I developed the creative strategy and landing page to drive subscriptions.
Allure Beauty Box landing page
Creative marketing
Expanding on Allure’s visual identity—my team led the monthly creation of photography, video and graphics. The visual and editorial marketing was created to promote the product offerings, and bring people to the landing page to sign up.
Allure editorial site review with custom March box photography
Paid and native social media posts for March box
Editorial influence
Featuring Allure editors—I directed and produced monthly promotional unboxing videos for distribution across platforms, to amplify their voice and expertise.
Results
From the moment we re-launched the site from its previous short lived iteration, the rate of conversion doubled. Once we pushed forward with our creative marketing efforts—focused on quality products and brand expertise—the subscriptions quickly grew 8 fold in just three years.
