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Inspired by the women in my family, I set out to create a brand tailored for mature skin. Hearing many stories of frustration about makeup not working well on aging skin, I felt a strong desire to make a change. As I delved deeper, I discovered that many women felt forgotten by the beauty industry as they aged.

Growing up with a dermatologist mother, I've always had a deep appreciation for skincare and its relationship with the skin. Understanding how important it is to care for our skin properly, I decided to integrate a more dermatological approach into my brand. This inspired me to infuse skincare and makeup with a touch of sophistication and luxury, ensuring everyone feels valued and beautiful, regardless of age.

  • A presentation slide titled 'Campaign Concept' with the text: 'We want to encourage women of all ages to feel and look their best while caring for their skin, as well as educate consumers on their changing skin needs.' The slide has a light green background and black serif font.

  • Slide titled 'Campaign Objectives' with text about fostering confidence and empowerment, challenging stereotypes, and positioning the brand as a trusted makeup companion against a light green background.

  • Text slide with the word 'Strategy' and a description about leveraging media to promote authentic aging and self-confidence.

  • A graphic titled 'Messaging Framework' featuring three dark green rectangular sections on a light green background. The sections contain descriptions about makeup that treats skin, dermatologist formulated makeup, and teaching or giving advice about skin needs.

  • A marketing funnel diagram with four stages: Attract, Engage, Convert, and Retain, showing strategies and channels for each stage. Strategies include creating brand awareness, educating consumers, generating sales, and reactivating consumers. Channels include social media, workshops, pop-up stores, and email newsletters.

  • Presentation slide titled KPI's First year showing four KPIs: Social media following 25k-40k (Instagram), 10k-15k likes (Facebook); Website traffic 15%-20%; Sales $250k; Newsletter signatures 5%-10%.

Packaging Concept to Execution

  • A twisted, spiral-shaped object with a yellow top and a green bottom, resembling a stylized candy or decorative sculpture.

    Regenerating lash and brow tinted serum - rendering

  • A package of pasta with a twisted design, green and yellow colors against a gray background.

    Tinted Hydrating Balm - rendering

  • Green and gold twisted soap bar with a square top

    Protect & Prime SPF Stick - rendering

  • Decorative makeup-themed sculptures resembling lipstick tubes and a mascara brush on a white platform against a warm gradient background.

    Products Line-up

Brand Assets

  • Close-up of a black twisting drill bit with a drop of liquid at the tip, above a black drill chuck, against a beige background.

  • Three white boxes of Del Nero skincare products are floating against a warm beige background. The boxes display the Del Nero logo and product descriptions, including tinted hydrating balm, lash and brow serum, and SPF 60 stick.

  • A woman with blonde hair smiling, holding two colored correction rollers near her face.

  • Two hands holding beauty products: one with a gold bracelet holding a lipstick with a pinkish shade, and the other pinching a small, dark green figurine with a gold base.

  • A smiling middle-aged woman with blonde hair, wearing jewelry, resting her hand on a table with dark green and gold objects, looking to her left.