Kroger wanted to refresh their Beauty campaigns starting with the “Beauty Book”, an editorial catalogue. The goal was to make Kroger a beauty destination and compete with competitors such as Ulta and Sephora. Based off of the Beauty Aisle Refresh success, we wanted to align the book and bring food to the center. We incorporated food and fun sketches with simple product photography in the 24-page catalogue.

Responsible for leading a team of designers and copywriters to make this catalogue more appealing and engaging. As part of this effort I led communication between Marketing, Merchandising and Creative teams along with Executives.