La Mer | Building the #1 Skincare Brand on Social

Overview

La Mer, Estée Lauder’s most iconic skincare brand, set out to evolve its legacy of luxury through a global social storytelling strategy. I was brought on to lead content creation and social creative development during a pivotal time of growth.

My Role
- Created La Mer’s first-ever Global Social Media Creative Playbook, an 80-page guide defining brand pillars, tone of voice, visual systems, and execution frameworks
- Produced monthly evergreen content across global markets, maintaining brand consistency and creative excellence
- Directed and photographed campaigns in New York, Miami, Los Angeles, Canada, Mexico, Italy, Switzerland, and Shanghai
- Championed inclusive casting and produced the brand’s first campaigns featuring Black and plus-size talent
- Worked with talent including featuring Sara and Erin Foster, Nina Garcia, Garance Dore, Leonie Hanne, Zoey Deutch, Tylynn Nguyen, Shiona Turini, Natasha Liu Bordizzo, Andra Day, and others.
- Supported creative production for key initiatives including Virtual Consultation and Shade-Matching tools, sustainability storytelling around the brand’s proprietary kelp harvesting, and global influencer events.hot s
- Shot “short & sweet” social video content: Sheet Mask, Masking Meditation, Unwrap Me, Cyber Monday, Holiday Glow, ASMR, Body Texture, Amalfi Glow, Fresh, Love Your Body, Meet your Matte, Oh So Misty, By the Sea.

Impact

La Mer was named the #1 skincare brand on social media globally within one year of launching the new creative framework.
Empowered regional markets to produce locally relevant, on-brand social content at scale.
Evolved La Mer’s brand image to resonate with a broader, more diverse global audience while maintaining its position as a luxury leader.