LUMIFY EYE ILLUMINATIONS
To enter skincare, LUMIFY had to step out of the pharmacy and into the beauty routine.
Beauty / Category Expansion
Role: Led creative launch strategy and visual direction for LUMIFY’s expansion into skincare
Services: Launch Strategy / Campaign / Art Direction / Retail / Digital / Motion
Impact: Established LUMIFY Eye Illuminations as a credible player in skincare by bridging clinical authority with a more modern, beauty-literate visual system
A clinical brand entering beauty doesn’t need to feel softer. It needs to feel more precise, just expressed through a more sensorial lens.
So we translated that clinical expertise into something you could see and feel: macro product storytelling, ingredient textures, and a more refined, elevated palette.
The result positioned Bausch + Lomb for a new era in beauty. Driving awareness and trial with a younger audience.
AGENCY: BARKER
DIRECTOR: KAZU OKUDA
PHOTOGRAPHER: JENN COLLINS + MARY FIX
MY ROLE: CREATIVE DIRECTOR