As creative partner, I work across strategy and creative expression to help evolve the cult French skincare brand for a global DTC audience.

My role initially spanned defining and articulating the brand pillars, building its verbal identity system and creating the narrative frameworks that connect positioning to execution.

At the heart of the work is Creating Believers — an overarching creative platform that turns Biologique Recherche's cult status into a brand idea: belief built through science, transformation, understanding and experience.

From there, I develop campaign concepts, copy and creative direction that bring the system to life across global communications.