Maggie Shea

Laura Geller

A founder based beauty brand broadens its audience by appealing to a younger consumer while retaining core beauty enthusiasts. Created a more youthful look and feel for the brand through a logo update, packaging refresh and enhanced storytelling. Amplified Laura's beauty heritage with more robust content, tips-and-tricks, tutorials and how-tos. Developed a 360 brand platform around "beauty to share" platform creating an inclusive space for learning and connections.

Partnered with Laura Geller herself, Product Development and Design Teams to develop the Roman Holiday TSV for QVC. Developed collection storytelling from packaging and instructional inserts to on-air presentation. TSV grossed over $5.2MM in 24 hours many shades selling out.

Created postcards to drive viewership and excitement for upcoming TSVs which were sent to top customers.

TSVs included:

  • Life in Rose
  • Italian Garden
  • Roman Holiday
  • Art of Flawless
  • Mediterranean Journey

Led blogger sampling efforts in conjunction with TribeDynamics PR agency resulting in over 10MM organic impressions.

Briefed PR agency on product launches provided benefits, points of differentiation and facilitated editor sampling. Lead to millions of earned press impressions.

Coordinated events inclusive of makeup artists, large scale pipe & drape backdrops, signage, bounce-back cards, giftbags and contest/giveaways.

Events included:

  • QVC Beauty Bash (US & UK)
  • QVC Super Saturday
  • BeautyCon (NYC & LA)
  • GenBeauty
  • CEW Industry Events

Worked with PD, design and sales to create Baked Liquid Radiance Foundation Launch Collateral and 360 marketing platform messaging. Graphics and messaging utilized on Laurageller.com, QVC and Ulta.

Developed collateral for regional beauty advisors including product guides, appointment cards, shade matchers and event signage.