I joined Future Beauty Brands to lead a new era of creative marketing for Real Techniques. We started with a rebrand of Real Techniques’ social presence, developing an updated creative direction and social strategy.

To reposition Real Techniques as the ultimate “cool girl” of makeup accessories, we moved away from traditional, polished beauty marketing and embraced a raw, deconstructed aesthetic. Our socials today highlights diverse, individual makeup looks in real-life settings, striking a balance between aspirational and accessible to connect with our Gen Z and Zillennial audience. Our updated visual approach and social strategy has been carried through multiple campaigns, and has guided a complete repositioning of the brand

Here are a few of my favorite projects in my time with the brand, demonstrating the power of impactful creative strategy on performance.

  • CREATIVE DIRECTION

  • SOCIAL MEDIA STRATEGY

  • CAMPAIGN STRATEGY

  • INFLUENCER MANAGEMENT

  • BRAND PARTNERSHIPS

  • EVENTS

NEW YORK FASHION WEEK - JASON WU SPRING 2026 COLLECTION

For the launch of Jason Wu’s Spring 2026 collection, I led a partnership between Real Techniques and Jason Wu’s beauty team. The collaboration featured top influencer attendees who showcased our tools in their content leading up to the NYFW event. This initiative directly aligned with one of Real Techniques’ 2025 strategic priorities- deepening our connection with the professional makeup artist community, where the brand continues to be a trusted favorite.

BUBBLE BLENDING BRUSH CAMPAIGN

Launched with a comprehensive influencer campaign and built around our partnership with celebrity makeup artist Kelli Anne Sewell, our bubble blending brush saw an 8% increase in sales following our social and influencer campaign launch.

MIRACLE COMPLEXION SPONGE

Following our social and influencer launch, the miracle complexion sponge saw a 30% increase in sales, outperforming our forecasted performance by 115%. We focused our campaign around the sponge’s 2025 Allure Best of Beauty win and educating on the importance of replacing makeup sponges.

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