Peach & Lily
As a creative strategist for Peach & Lily, I was engaged to elevate the brand’s positioning through campaign strategies that balanced performance with premium storytelling. In close partnership with the founder and creative teams, I helped guide the brand’s transition from a cult K-beauty favorite to a mass prestige contender.
Campaign Launch & Brand Evolution
Campaign Credits: Alicia Yoon (Founder), Aingeru Zorita (Photo), Junichi Ito (Still Life), Jennifer Blaber (Production), Sherril Hwangbo (Design), Tina Niu (Design)
Idea
To support brand growth and expand reach, we developed a creative platform rooted in Peach & Lily’s unique brand codes—pairing clinical credibility with a sensorial, design-forward aesthetic. The goal was to evolve storytelling and presentation to meet the expectations of a more prestige-oriented customer while staying true to the brand’s values.
Approach
I led the end-to-end development of five integrated campaigns, overseeing creative strategy, concept development, and production across all key channels. From digital to e-commerce to social, every asset was intentionally crafted to reinforce brand identity, optimize engagement, and drive sell-through. Each campaign was designed not just to launch a product, but to build lasting brand equity.
Impact
The campaigns contributed to a measurable rise in Ulta rankings and accelerated Peach & Lily’s visibility within the prestige skincare space. The work also informed the evolution of the brand’s digital experience and product storytelling roadmap, laying the creative foundation for future growth.
