Redefining the brand’s creative foundations

As Head of Creation, I led the definition and deployment of Marionnaud’s brand platform across Europe. This project laid the creative foundations of the brand: its values, tone of voice, visual identity, and storytelling principles, ensuring consistency and clarity across all touchpoints.

My role
I acted as the creative lead and strategic driver, aligning brand ambition, business objectives, and creative execution. From early vision workshops to large-scale rollouts, I ensured the platform was both aspirational and operational.

What I did
Defined the brand positioning and creative vision at a European level
Built a clear brand platform (values, tone, visual principles, narrative framework)
Led the art direction and creative guidelines to ensure long-term coherence
Orchestrated collaboration between marketing, design, merchandising, retail and leadership teams
Enabled teams to translate the platform into campaigns, content, retail experiences and digital assets

Creative leadership
This project was also about people. I led multidisciplinary teams, facilitated alignment across countries, and empowered creatives to fully embrace the brand vision while adapting it to local contexts.

Impact
Strengthened brand consistency across markets
Provided a shared creative language for all teams
Accelerated campaign production and decision-making
Positioned Marionnaud as a modern, desirable and confident beauty brand

A brand platform is not just a document, it’s a compass.
This one continues to guide every creative decision made for Marionnaud today.