Beauty Season Launch

The Spring/Summer Beauty Season Launch is one of David Jones’ biggest annual beauty campaigns, designed to showcase innovation and newness across the category. At its centrepiece sits a multi-page physical catalogue, direct mailed to 100,000 of the business’ most engaged customers. A significant commercial initiative, the catalogue requires brand investment to participate, serving as both a revenue driver and a platform for partners to hero their latest launches.

I led brand curation, selling in editorial packages to participating brands, and managed end-to-end content production in collaboration with agency partners, from direct mail segmentation through to catalogue design, printing and fulfilment. Surrounding the catalogue, I developed a full 360 campaign ecosystem, including a dedicated shoppable online hub, in-store signage and animation, customer eventing to bring theatre and traffic in-store, and tactical offers during the campaign period to drive sales.

The campaign was further supported through PR, influencer content, dedicated media investment and a coordinated push across David Jones’ owned channels spanning social, email, website features and in-store digital screens. This required significant internal negotiation and cross-functional planning to secure priority placement across all marketing levers in the retail calendar. The result was a seamless, high-impact presence that reinforced Beauty as a business priority during a key trading period.

Agency Partner: Medium Rare