Sephora Beauty Insider Birthday Rebrand created to modernize the annual birthday gift program and increase excitement around the Beauty Insider rewards membership. The objective was to elevate the visual identity and drive greater engagement with the yearly birthday perk.

Role: Concept and Design

Challenge: The program required a scalable visual overhaul that felt contemporary and celebratory across digital, motion, in-home, and in-store placements. A key challenge was seamlessly integrating real product photography within illustrated birthday scenes while maintaining cohesive lighting and composition.

Execution: Developed the concept, “Beauty Insider Birthday Party,” introducing illustrated characters and celebratory environments to create a playful, evergreen system. Designed assets across mailers, motion ads, and in-store materials, art directing photography to integrate smoothly with illustrated backdrops.

Impact: The refresh elevated perceived value of the Birthday perk and strengthened overall Beauty Insider equity, contributing to increased program engagement and new member growth.

Art Director: Kathy Paik and Sarah Berends

Creative Director: Leah Kim