ChapStick Sea Minerals

The Challenge

Build on ChapStick’s growing beauty portfolio by translating the sea minerals trend into a credible, premium lip care proposition.

The Strategy

Leverage ChapStick’s trusted lip care credentials to establish a masstige Sea Minerals collection that brings a more elevated, beauty-forward experience to the brand. Premium pearl and metallic finishes signal desirability and make each product feel worthy of being displayed and used on the go.

The multi-step assortment mirrors the rituals of modern skincare, offering serious lip care enthusiasts hydration, exfoliation, treatment, and tint in an accessible format. Positioned for both mass and beauty retail, the collection creates an attainable premium alternative for consumers seeking elevated efficacy without prestige-level pricing.

My Role- Design Strategy, Distinctive Asset Creation, Primary and Secondary Packaging Design, Shelf Audit, Stakeholder Presentations, Claims Hierarchy Development, Copy Writing, Brandworld Development, Artwork Guidance, Production Coordination.

Output- Packaging, Retail Display, E-Commerce assets, Design Guidelines, Launch Toolkit.