Wild Geranium is a whimsical new fragrance inspired by endless fields bursting with color, dreamy blue skies, a shimmering sun, and the intoxicating scent of wild flora. Designed to appeal to a younger consumer, I led the 360° concept, development, and execution of this global launch. As Design Director, I oversaw packaging design, photo and video art direction, the development of global guidelines for in-store, digital, and social execution, influencer and PR kit design, and brand collaborations.Collaborating with marketing and product development, I shaped the creative direction for Wild Geranium starting with the product. As a line extension of the Aerin Fragrance Collection, we aimed to give it a fresher, more youthful look.360 CAMPAIGN DEVELOPMENT
PACKAGING DESIGN
ART DIRECTION
INFLUENCER KIT + COLLABORATION
WILD GERANIUM
INFLUENCER MAILER
To create buzz around the fragrance launch, I designed a socially engaging influencer gift—a watercolor kit inspired by the packaging, featuring a 50ml fragrance, watercolor supplies, and scented postcards inside a recyclable keepsake box.
LOVESHACKFANCY COLLABORATION
As part of the second phase of the launch, we partnered with fashion brand LoveShackFancy to create a limited-edition collection celebrating nostalgia and florals. The collaboration included a hair mist, lip gloss, scrunchie set, and a capsule collection of dresses and bags. Inspired by founders Aerin Lauder and Rebecca Hessel Cohen’s shared love of heritage and femininity, this collection extended the Wild Geranium story into fashion and beauty, creating a multi-sensory brand experience.
