ChapStick Beauty

The Challenge

Elevate ChapStick into the beauty space to capture emerging category trends, broaden consumer relevance, and unlock new revenue opportunities.

The Strategy

Over four years, launch and refine a series of innovations under the ChapStick Total Hydration sub-brand. The expanded collection introduced premium, beauty-forward lip care, including tinted balms and lip oils, exfoliating scrubs, serums, and tinted SPF lipsticks.

Positioned as a complete lip care regimen, the portfolio launched at Ulta Beauty with an elevated packaging transformation from pegged blister cards to cartons, supported by a dedicated ChapStick endcap display.

My Role- Emphasize retail transformation, Ulta presentation, carton conversion, display, beauty-forward portfolio expansion.

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