embracing natural beauty through subtle, empowering design.

In 2018, we teamed up with Clinique Global and APAC teams to launch the Even Better product line. Instead of following the typical skin-brightening narrative, we wanted to highlight the myths and misconceptions women often have about beauty, particularly around the idea of skin lightening. Our goal was to position Even Better not just as a skin-brightening product, but as an authentic, natural, and long-lasting solution that goes beyond quick fixes and harsh ingredients.

As the Design Director, my approach to the Even Better campaign was to dismantle traditional beauty ideals and present a more empowering narrative. The visual concept revolved around the idea of natural radiance, using the Clinique spotted egg as a symbol of purity and vitality. In contrast to the harsh, glossy beauty standards often seen in skincare, we incorporated the subtle fluidity of water, symbolizing the product’s nourishing power and ability to reveal inner luminosity. The ethereal lighting, paired with organic elements like delicate flora, highlighted the gentle, long-lasting effects of the lotion, emphasizing radiance that comes from within. The design was about celebrating unfiltered beauty—models exuded confidence, showcasing their skin’s natural glow, free from artificial enhancement. This approach not only conveyed the efficacy of the product but redefined the journey to brighter skin, encouraging women to nourish, care for, and embrace their authentic beauty.