Beauty of Us
Art Direction + Full Program Conception
To honor the evolving beauty journeys of multicultural Target Guests, we developed a program that celebrated the rituals and routines of Black and Hispanic women. Drawing on the wisdom of generations before, this initiative showcased how past beauty traditions shape new rituals and redefine beauty standards.
Through regal, lifestyle photography and thoughtfully crafted illustrations, we highlighted the love and pride inherent in generational beauty, creating a narrative that resonated deeply with our Target audience. This cross-category and cross-brand effort not only elevated representation but also underscored the power of diversity in beauty storytelling.
Results
By positioning our products as essential components of their beauty journeys, we fostered meaningful connections with our Black and Hispanic shoppers. The initiative led to increased sales within these communities and, more importantly, inspired our audience to embrace and celebrate the beauty secrets of the past while shaping their present-day rituals.
