Beiersdorf: Retail Experience Development

Brand Research | Creative Direction | Art Direction | Graphic Development | Manufacturing Liaison

Direction: Translate the core brand equity of global skincare leaders like Eucerin, Aquaphor, and Nivea into meaningful, high-impact retail experiences across major nationwide channels including CVS, Target, Walmart, and Walgreens. The goal was to continuously adapt creative solutions to meet the evolving expectations of both shoppers and retailers through national in-store campaigns, digital integrations, and seasonal displays.

Design: Grounded initiatives in deep consumer research to solve complex retail challenges. For CVS, I led the design of an interactive digital display system and guided educational interface that simplified product selection for Eucerin and Aquaphor while boosting aisle presence. This system prioritized sustainable materials, intuitive usability, and a modular structure for cost-effective scaling, with a digital product selector extended to web for a seamless cross-channel journey. Beyond this, I designed new product launch toolkits, seasonally adaptable powerwing units, and sustainably focused retail solutions for in-aisle placements that flexed with merchandising cycles while maintaining strict visual consistency.

Dividend: Successfully drove cross-channel sales growth, enhanced category authority, and deepened consumer engagement. By delivering modular, scalable retail solutions that bridged physical displays with digital touchpoints, the initiative strengthened brand equity and improved the shopping experience across major retail partners nationwide.