Alice Yoo

Heart’s Desire Collection

2024 Project Description
In early 2024, I led the creative development for the launch of the Heart’s Desire Collection, which included products like the Eye Shadow Quad in Daring Desire, Skin Fetish: Sublime Skin Highlighter in Nude Opal, and MatteTrance™ Lipsticks in Honey Haze and Nude Nocturne. I crafted the visual direction across .com, paid media, email, and social channels, ensuring a cohesive and impactful digital presence for the announcement and product launch.
Brand 
Pat McGrath Labs
My Role 
Art Direction / Design / Video Editing / Motion


Photography: Jon Paterson
Homepage takeover

Collection page banner

Recommended use content for product detail page

Paid social content

Espots designed to guide users to collection page
Launch email campaign