formula x // website

Sephora tasked us with concepting and executing a website for their new line of nail lacquers and effects, Formula X. We envisioned something far more than a showcase of shades–we created the first social hub for nail art enthusiasts. Inspiration was the driving force behind every creative decision, so product always went hand-in-hand with user-submitted mood imagery, color palettes, and manicures. Rather than the usual showcase of slick, retouched beauty photography, we assembled an endless grid of images that was richly tagged to make search functionality part of the fun. Start typing a color, a mood, an occasion, and the predictive text would show undreamed-of possibilities, so trains of thought could jump the tracks from crimson to ruby slippers to gutsy.

Role: Copywriter