Young woman with blonde hair using a vintage rotary phone on a desk with a black seat. 
GTM CAMPAIGN

brow color 2025

SERVICE: GTM STRATEGY · PACKAGING · 360 CAMPAIGN CONCEPT · PR BOX ·

The launch for a new brow color at dm called for a new approach of brow color in the drugstore.

The idea for the product was to make the application process more pleasant, and the packaging was designed to attract customers at the POS by rethinking the common category code or eye frames, which are often cluttered with text.
For the campaign, the idea is to have your brows ready to go at any time, without needing to color them in. Your brows are calling for attention.
I built the full go-to-market strategy, messaging framework, visual direction, and creative direction.
The packaging visuals were generated by me using AI.

FEATURED IN:
A man and a woman sitting outdoors on a porch, facing each other and talking.
The image shows the word 'REJECT' written in large, stylized, neon green outline letters on a black background.
Woman holding a vintage rotary phone and a modern digital phone.
Four stacked boxes of eyebrow coloring product from the brand SHYNE, showing close-up images of a woman's eyebrows on each box.
A woman applying eyebrow makeup with a small brush and holding a tube of gel.
Comparison of a woman's eye area before and after cosmetic treatment; top image labeled 'VORHER' (before), bottom image labeled 'NACHHER' (after).
Comparison of a woman's eye before and after getting her eyebrows and eyelashes groomed, with the 'before' image showing unkempt hair and the 'after' image showing well-groomed, styled hair.
Comparison of a woman's eye and eyebrow before and after makeup application, labeled 'Vorher' (Before) and 'Nachher' (After).
Woman applying eyebrow gel with a brush while holding a tube of brow gel in her other hand.
Three boxes of Schwarzkopf brow color hair dye featuring close-up images of male models with different eyebrow colors on a white background.
Close-up of a young woman with blonde hair and blue eyes resting her chin on her hand.
Advertisement featuring three women holding vintage rotary phones against a plain background. Text in the center reads 'YOUR BROWS CALLING.'
Two women in business attire are holding telephones, with advertisements for Shyne professional eyebrow products that read "Your Brows Calling."
Advertisement featuring three women speaking on vintage black rotary phones against a white background, with the text 'Your Brows Calling' and the brand name 'S.H.Y.N.E Professional'.

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