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IT Brushes for ULTA x Wicked
Client: IT Cosmetics Role & Scope: Art Director and Designer, Packaging Design (Primary and Secondary Design) Objective: Design packaging for IT Cosmetics’ first-ever collaboration with a major Hollywood studio, promoting Wicked. Strategic Solution: Brought Broadway’s magic to the beauty aisle by creating an Oz-inspired package featuring the two lead characters. Leveraged cinematic cues and shimmering finishes to evoke a sense of enchantment, making the packaging an instant collector’s piece that amplified visibility in-store and online. Sequel Collaboration: Building on the success of the original launch, the partnership was extended for Wicked: Part Two. The second collection evolved the visual narrative—deepening the world of Oz with new finishes, updated character art, and packaging that bridges fantasy and modern beauty, reaffirming IT Cosmetics’ place at the intersection of pop culture and artistry. |
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Packaging
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Social Media
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