Anastasia Beverly Hills

Anastasia Beverly Hills

Scaling digital storytelling for a global beauty brand

Anastasia Beverly Hills is a cosmetics brand known for its category-defining brow products, eyeshadow palettes, and highly engaged customer base. The company partnered with LiveArea to support its fast-moving digital marketing ecosystem during a period of rapid growth.

I provided creative leadership and hands-on design across product launches, promotional campaigns, ecommerce merchandising, and lifecycle marketing, helping shape how the brand showed up across digital channels.

Challenge

Anastasia Beverly Hills maintained a demanding launch cadence, with frequent product releases, seasonal promotions, and major sales events requiring coordinated execution across ecommerce, email, and social channels.

The challenge was balancing consistency with creative freshness, ensuring every campaign felt distinctly ABH while supporting performance and business goals.

Strategy

Our strategy centered on elevating the brand through expressive visual storytelling.

We used campaign-specific typography, product narratives, and premium imagery to create distinct identities for launches and promotions while maintaining a cohesive brand experience.

We developed repeatable visual patterns, promotional structures, and campaign frameworks that allowed the brand to launch new initiatives efficiently while maintaining a premium experience across touchpoints.

Impact

The work contributed to measurable growth across key digital channels:

Email click-through rates frequently exceeded 4%.
Average order value increased by 10%.
Black Friday revenue increased by 30% year-over-year.

Role

I led digital creative efforts for Anastasia Beverly Hills across ecommerce, email marketing, and campaign experiences, collaborating closely with the brand's internal creative leadership. I provided both strategic direction and hands-on design for product launches, promotional events, and ongoing digital content that balanced brand expression with measurable business performance.