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 Art direction, design, concept, videography and editing for Analog Folk











THE WHY Garnier struggled to engage Gen Z through CRM that felt overly promotional, text-heavy, and low on visual or cultural relevance.

 THE IDEAReimagine CRM as a participatory beauty community where we co-create editorial content with our audience, rather than just a broadcast channel.


THE HOW1. We introduced Gretchen, a relatable character who leads CRM outreach via text and helps Garnier build a more personal,
    human connection with customers.
2. We launched creator tools to bring the online beauty community together and encourage opt-in participation.
3. We optimised social assets media to promote and grow the beauty community we’re building.





















Gretchen makes the first move
welcoming audiences into Garnier’s CRM with a friendly, human tone.

















The Impact



















Then, we release creator tools
like Instagram story templates, stickers, and scrapbook sheets. 


















Designed to empower self-expression, 
The tools are accessed via CRM and amplified by creators.























































CRM announces the drop, social amplifies it, 
And the Garnier site becomes the hub for creative beauty.




















Plus, we love UGC!






Finally, social drives opt-in by teasing the content and conversations happening on text.































Behind the scenes.




Team: Nani Rios (senior creative)



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