ChapStick Beauty

The Challenge

Reposition an American icon 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.

The Impact

Helped transform ChapStick from a traditional lip-care brand into a broader beauty proposition, supporting an Ulta Beauty launch and a $50M retail opportunity.

My Role- Design Strategy, Beauty Portfolio Expansion, Packaging Development, Retail Transformation, Ulta Presentation and Display, Agency Direction, Ecommerce Assets, Artwork Guidance and Production Review.

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