Aveda x Láolú Earth Month Campaign
Aveda’s Earth Month collaboration with Láolú NYC was a global beauty and purpose-driven storytelling campaign centered on art, sustainability, and cultural resonance.
Rather than treating the campaign as a standard product relaunch, the work needed to translate Láolú’s distinct visual language into a world that felt editorial, intentional, and emotionally specific. Through audience research, visual direction, and campaign storytelling, the collaboration connected Aveda’s Earth Month message to beauty, identity, and impact, with a particular focus on resonating with Black and brown women.
My Role
As Art Director, I helped shape the campaign’s look, tone, and storytelling strategy across the product relaunch and follow-up activations. My role included audience and visual research, creative direction, visual concepting, and translating Láolú’s artistic language into campaign assets that could live across digital, editorial, social, and product-focused environments.
I worked at the intersection of brand alignment, cultural storytelling, and production execution, ensuring the final creative supported Aveda’s global campaign goals while preserving the specificity and integrity of Láolú’s visual world. The campaign contributed to a 33% profit margin increase and supported Aveda’s Earth Month fundraising efforts with charity: water, which reached up to $600K total.
