Product Development & Innovation | CPG/FMCG
PRODUCT DEVELOPMENT
BRANDING LESSONS I SOCIAL MEDIA I PRODUCT DESIGN I ART DIRECTION CONSULTANCY I BRAND DEVELOPMENT I ART DIRECTION I VISUAL IDENTITY
Overview:
Over 12 years in product development, I took makeup and hair-care products from consumer insight to production, working inside cross-functional teams of engineers, chemists, industrial designers and marketers.
My work starts with consumer research, trends and portfolio diagnosis, and ends with products on the shelf.
Categories:
Makeup · Hair care
Companies:
Belcorp · Starbrands
Years:
2008 - 2020
Starbrands Innovation
For a year, I steered the new product design team at Starbrands Group, a hair-care manufacturer exporting to 60+ countries.
With a team of four designers, I shaped concepts, packaging and communication for Kativa, BMT, Duo Color and Stereo Color.
Category:
Hair Care
Company:
Starbrands Group
Year:
2019 - 2020
Belcorp Makeup Portfolio
From 2012, direct-selling brands began losing sales to younger, digital-first makeup brands.
A hyper-connected consumer with information at hand raised the bar, so Belcorp decided to redesign the makeup portfolios of its three brands.
As Senior Product Developer for makeup, I translated each brand's codes into new products, blending in aesthetic and functional cues from professional, mass-market and direct-sales makeup. Every proposal came out of analysis, diagnosis and recommendation, tied to the brand's positioning and sales goals.
~54 products a year · ~500 SKUs · 12 markets · US$65.8M in net demand sales (2017)
Category:
Makeup
Client:
Belcorp
Year:
2008 - 2017
Frenosa
Packaging Redesign
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.
Project:
Packaging Redesign
Client:
ProBrands
Year:
2019
