Select Works

What I did

Led messaging architecture and content across editorial, email and in-store communications for Fenty Beauty’s exclusive UK debut at Harvey Nichols.

The context

Harvey Nichols’ core luxury customer historically showed low engagement with celebrity-led beauty. At the same time, strict global campaign guidelines limited how the story could be adapted locally, creating a risk of attention without retail relevance.

The strategy

I structured the launch around product credibility rather than endorsement.
Two complementary tracks were created: a clear product-led guide satisfying global requirements, and a UK-relevant narrative centred on the foundation shade range as evidence of innovation.

The impact

Fenty Beauty became the most successful beauty launch in Harvey Nichols’ history and contributed to an 8% increase in annual profits.