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The gray escape
the brief
Expand the gray coverage portfolio with a portable, easy-to-use hair + brow mascara designed for quick, natural coverage on the go. Create campaign assets and photography that highlight ease, precision, and effectiveness.
challenges
Show real, instant coverage and focus on product benefits to stand out amongst other root touch up products.
my role
Art Direction • Lead Designer
Packaging Design • Video Production
The compact package had to work hard, highlighting no smudging, no stickiness, a simple how-to, shade clarity, and a dual-action applicator that can be used on hair and brows.
performance
The Gray Escape launched with strong momentum, surpassing monthly sales goals within the first day and selling 900 units in the first few hours. The launch was supported by a coordinated, multi-channel rollout across DTC and wholesale, generating early buzz and rapid adoption across channels including Ulta, Walmart, and Amazon.
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