Brief
Launch Fenty Beauty at Lyko with a concept that makes it impossible to ignore — despite Lyko not being the first retailer to do so.

Problem
Fenty Beauty had already launched elsewhere, so the challenge was to make our launch feel fresh, relevant, and irresistible — to make people choose Lyko as the place for Fenty.

Background
Fenty Beauty is all about confidence, inclusivity, and glow. To stand out, we needed to go beyond the products — and turn that shine into an experience.

Solution
Servin' Shine — a concept built around the idea that shine is more than a finish; it’s a feeling. From glossy visuals and bold headlines to a real-life event that radiated energy, the entire launch celebrated Fenty’s glow in every touchpoint.

My Role
Concept and copywriting, in collaboration with Art Director Maria Tidlund and the Lyko creative team.

Client
Lyko 2024