Wild Geranium
Wild Geranium
Wild Geranium is a whimsical new fragrance inspired by endless fields bursting with color, dreamy blue skies, a shimmering sun, and the intoxicating scent of wild flora. Designed to appeal to a younger consumer, I led the 360° concept, development, and execution of this global launch. As Design Director, I oversaw packaging design, photo and video art direction, the development of global guidelines for in-store, digital, and social execution, influencer and PR kit design, and brand collaborations.
PACKAGING
Collaborating with marketing and product development, I helped shape the creative vision for Wild Geranium. As a line extension of the Aerin Fragrance Collection, we aimed to give it a fresher, more youthful look. I curated moodboards and provided creative direction to artist Helen Dealtry, who painted the floral watercolor artwork. The lavender marbleized cap color was selected to further enhance a playful yet sophisticated feel.
CAMPAIGN
The photo and video campaign was produced by Aerin’s lifestyle brand, Aerin LLC. I collaborated with their Creative Director and team to develop mood and storyboards for the shoot. Traditionally, Aerin Lauder was the sole model in campaign photography, but for this launch, we introduced additional models to better connect with a younger audience. I managed the shot list, ensuring we captured a balance of hero imagery for the brand launch and supporting assets for social and digital platforms.
INFLUENCER MAILER
To create buzz around the fragrance launch, I designed a socially engaging influencer gift—a watercolor kit inspired by the packaging, featuring a 50ml fragrance, watercolor supplies, and scented postcards inside a recyclable keepsake box.
Loveshackfancy COLLABORATION
As part of the second phase of the launch, we partnered with fashion brand LoveShackFancy to create a limited-edition collection celebrating nostalgia and florals. The collaboration included a hair mist, lip gloss, scrunchie set, and a capsule collection of dresses and bags. Inspired by founders Aerin Lauder and Rebecca Hessel Cohen’s shared love of heritage and femininity, this collection extended the Wild Geranium story into fashion and beauty, creating a multi-sensory brand experience.
