SKIN+TAN
THE CHALLENGE: Skin+Tan (formerly Skinny Tan) had built strong consumer loyalty, underpinned by proven results and a well-established retail presence across Boots, Superdrug, grocery, and e-commerce. The brand experienced significant growth during the pandemic, but momentum slowed during the cost-of-living crisis - as a £35 self-tan became harder for consumers to justify.
To address this, we repositioned Skin+Tan as a leader in skincare-led tanning. We leaned into the brand’s heritage as an early pioneer in combining traditional skincare ingredients with tanning formulations, using this as a distinctive point of difference. At the same time, we evolved the brand to appeal to a younger audience through innovative textures, elevated fragrance profiles, and more sensorial product experiences.
THE CAMPAIGN #1: Wonder Serum
Positioning this iconic best-selling product as a luxury body care product, taking cues from premium skincare and beauty brands in our campaign design. The creative was our most elevated in our history and helped to secure additional retail listings.
THE CAMPAIGN #2: Peaches & Cream
Tapping into our unique whipped texture and trend-led peach scent, to celebrate this launch we partnered with London ice cream parlour DYCE to create a bespoke flavour for a limited period. Our brand ambassador, Love Island’s Liberty Poole, was the face of the creative campaign.
THE CAMPAIGN #3: 10th Birthday Celebrations
To celebrate a decade since the brand’s appearance on Dragon’s Den, we launched a limited edition birthday cake scented whipped tan - and a 360 campaign across a three month period to create real buzz.
These campaigns were all conceptualised, developed and executed
(including on-set creative direction) by me - with the support of Pocket Creatives.
7th HEAVEN
THE CHALLENGE: 7th Heaven is a brand generations have grown up with - a defining name of the 80s, 90s, and 00s, known for its iconic face mask sachets and playful, indulgent scents. For many, it was their first entry point into skincare, bought with pocket money and tied to moments of fun and self-expression.
Over time, however, the brand lost momentum and exited several key high street retailers. The challenge was to reignite that deep emotional connection while making the brand feel relevant to a new generation.
Our approach was to reframe 7th Heaven as the antidote to overly complex skincare routines - bringing back joy, simplicity and accessibility. Through new product innovation, strategic brand partnerships, and a clear mantra of “making skincare fun again,” we rebuilt the brand around experience-led beauty that resonates both nostalgically and culturally today.
THE CAMPAIGN #1: Barbie
Celebrating our licensing partnership with Mattel’s Barbie franchise, our campaign slogan ‘confidence looks good on you’ was brought to life by showing how the products can encourage bonding and fun experiences of brand discovery.
THE CAMPAIGN #2: Monster High
Bringing to life our spooky collaboration, we created content that leant into the colours and personalities of the characters to take the products beyond just spooky season.
THE CAMPAIGN #3: Brand Repositioning
Illustrating the huge range of products within the brand portfolio, as well as the expertise and ingredients that lovingly create them, this campaign was used to completely re-position the brand. We ‘surprised and delighted’ buyers, press and consumers alike to show them they didn’t necessarily know the 7th Heaven of today.
These campaigns were all conceptualised, developed and executed
(including on-set creative direction) by me - with the support of Pocket Creatives.
PACKAGING
I’ve always believed that packaging and design are far more than just aesthetics; they’re the first conversation a brand has with its consumer, and that initial moment on shelf or online is everything. It’s where perception is formed, stories are told, and emotional connections begin. I’m deeply passionate about creating packaging that not only stands out, but truly resonates - capturing the essence of a product while compelling the customer to engage.
Throughout my career I’ve worked across multiple brands to streamline, refocus, redesign and relaunch product ranges to unlock significant commercial opportunity. Whether it’s breathing new life into heritage favourites, identifying untapped potential in existing SKUs, or using packaging as a powerful tool to reconnect with retailers, my approach is always rooted in both creativity and strategic impact.
Skinny Tan Body Glow: Previously an Amazon best-seller that had been discontinued across all retail, by elevating the packaging to a more premium position and supporting it with a 360 campaign, we successfully reintroduced the product into Boots, Superdrug, Asda and Tesco. It went on to become the #1 gradual tanner in Boots during its launch period and remains a top-performing SKU.
Skinny Tan Face Tanning Drops: These evolved from a single product into a category-defining success. Through a refreshed design and the ‘Glow 365’ campaign, we repositioned it as an all-year-round essential - ultimately driving significant growth across Amazon and D2C, and establishing the foundation for a broader face tanning category.
7th Heaven Gifting Range: Once the heartbeat of the business but in need of clarity and modernisation. By streamlining and aligning it with a refreshed brand identity, we created packaging that felt bold, fun and cohesive. The result was described by retailers as our ‘best ever’, reopening key opportunities including Argos, Debenhams and The Range.
7th Heaven Animal Face Masks: The challenge was to retain its playful DNA while evolving it for a more mature audience, ensuring it appealed to kids, adults and kid-ults alike. The reimagined designs struck this balance, delivering a fresh, contemporary look that significantly outperformed previous iterations - testing at 200–600% better and driving renewed consumer interest.
Across every project, my focus remains the same: to create packaging that not only looks beautiful, but works hard - telling a story, driving engagement, and delivering tangible commercial success.
