Role: Creative direction, shopper marketing research and strategy, design for in-store signage

In 2013, I worked with Procter & Gamble partnered with H-E-B grocery to reimagine the idea of traditional grocery store beauty aisle into a highly-curated shopper experience. Initial concepts included  a spa, hair salon, and personal beauty consultants—in a setting that feels like a high-end department store.

I created mood boards and rough concept sketches, then I worked with an interior designer to develop these two concept directions —a spa-inspired retreat and a high-fashion runway.

In fall 2019, HEB launched the new beauty concept that feels like a fashion-forward runway.