R+D PRODUCT DESIGN
BRANDING LESSONS I SOCIAL MEDIA I PRODUCT DESIGN I ART DIRECTION CONSULTANCY I BRAND DEVELOPMENT I ART DIRECTION I VISUAL IDENTITY
I have worked in multifunctional teams developing new beauty products throughout my career.
A few of my areas of expertise include consumer research, social trends, and analyzing and diagnosing brands in order to develop new products.
Make -up / Hair Care
Belcorp / Starbrands
2008 - 2020
Starbrands Product Design
For a year, I was in charge of leading the new product design team at the cosmetics company StarBrands Group.
Conceptualization, art direction, and design proposals for the hair care and make-up categories were among my responsibilities.
2019 - 2020
Belcorp Product Design
Direct selling brands saw a significant drop in sales beginning in 2012.
Under-the-radar brands aimed at younger audiences had emerged as a strong competitors in an increasingly volatile market.
With the emergence of make-up brands aimed at a younger audience, as well as the level of demand of this new expert consumer who lives hyper-connected and has access to a wealth of information, it was decided to redesign the three brands' make-up portfolios.
As a product designer in the makeup category, I had to find ways to keep the make-up brands' codes while incorporating new aesthetic-functional codes from professional, mass-market, and direct-sales brands.
The final product is the result of the analysis, diagnosis, and recommendation process, which is in line with the brand's branding and sales goals.
2008 - 2017
The car accessory company Frenosa began a rebranding process in 2018.
As part of the process and under Probrands' leadership and strategy,
I redesigned the packaging for ceramic brake pads, a top-selling item in the automotive industry.
Rethinking the packaging's design with the aim of harmonizing it with values like modernity, professionalism, and safety posed a challenge.