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Tatcha — The Ritual Circle: Loyalty Program Strategy The Ritual Circle is a comprehensive loyalty program strategy I designed for Tatcha — a point-based, community-driven program that deepens customer relationships through the lens of Japanese ritual culture. Every touchpoint, tier name, and reward was crafted to feel like a natural extension of Tatcha's brand world. Program Structure Point system: 1 point per $1 spent. Three-tier progression, each tier named for and rooted i

Henry Rose — Geographical Expansion Plan: San Diego This project was completed for LXFM 745 — Global Distribution for Luxury Brands at SCAD (Summer 2023), alongside teammates Kelsi Dugas, Tia Charmaine Fowler, and Lexx Holsey, under Professor Alessandro Cannata. We developed a comprehensive geographical expansion plan for Henry Rose — the genderless fine fragrance brand founded by Michelle Pfeiffer, known for 100% ingredient transparency, EWG Verified certification, and Cradl

Tatcha — Radiant Ritual Stick: Product Extension Strategy For the SCAD ELVTR Cosmetic Marketing & Partnership Program (July 2025), I developed a full strategic brand foundation and product extension plan for Tatcha — one of prestige skincare's most beloved Japanese ritual-inspired brands. The deliverable: a complete go-to-market strategy for a proposed hero product, the Radiant Ritual Stick. The Product: Radiant Ritual Stick A skincare-infused glow balm — a tinted skincare ba

Zimmermann — European Expansion Strategy This capstone analysis was completed as my M.A. Final Project for LXMT 749 — Global Distribution for Luxury Brands at SCAD. The research identified the optimal geographic expansion region for Zimmermann following its acquisition by Advent International, with the goal of increasing brand awareness, capturing new target consumers, and enhancing global brand identity. Brand Overview Founded in 1991 by Australian sisters Nicky and Simone Z

54 Thrones — Product Development & Innovation Research In April 2025, I presented a comprehensive Product Development & Innovation Trends analysis to 54 Thrones founder Christina Funke Tegbe. The research identified emerging consumer demand within African-inspired beauty, mapped key ingredient opportunities, and proposed three new hero product concepts to inform the brand's next major launch. Market Opportunity African-inspired beauty — or 'A-beauty' — is experiencing explosi

54 Thrones — Brand Storytelling & Creative Direction 54 Thrones is a luxury African beauty brand rooted in the richness of African botanical traditions. During my time as a Brand Marketing associate, I owned creative direction, community strategy, and campaign execution across the brand's most pivotal moments. Regal Outdoor Beauty Shoot — Creative Brief I developed the full creative brief for 54 Thrones' Regal Outdoor Beauty Shoot held in Houston, TX in March 2025. The vision

Making Hourglass's 100% vegan conviction the centerpiece of its luxury identity. "Luxury has a new standard." Speculative campaign by Bhumi Jain.

A full sensory summer season built around the Watermelon Glow franchise — dripping, juicy, alive. K-beauty meets California joy. Speculative campaign by Bhumi Jain.

A return to Glossier's founding truth — real skin, no filters, no FaceTune. "You look like you." Speculative campaign by Bhumi Jain.

Turning Rare Beauty's mental health giving into a visible, community-powered moment during Mental Health Awareness Month. Speculative campaign by Bhumi Jain.

A full-season SPF launch strategy — turning sunscreen into the final, most personal step in Rhode's glazed skin ritual. Speculative campaign by Bhumi Jain.