Laura Mercier | Campaign Concepting
Laura Mercier's Translucent Loose Setting Powder is a cult-favorite that sets makeup for up to 16 hours, works across skin types, and has remained iconic for nearly three decades. I helped develop campaign platform concepts that turned those product truths into bigger beauty stories across digital, social, influencer, and contextual media.
Each territory explored a different way to make setting powder feel less like a finishing step and more like a confidence tool: something that keeps you unbothered, ready, and polished no matter where the day takes you.
Campaign Development
Campaign Messaging
Influencer Strategy
Content Strategy
Unbothered
No matter how much we plan our days, we never have full control over what's going to happen. This platform leaned into that truth, pairing TLSP's 16-hour hold with influencers from completely unexpected niches. From travel bloggers to flight attendants, desert wedding photographers to drag queens, we prove the product holds up wherever life takes them.
Classic For a Reason
Nearly 30 years in and still the one everyone copies. This concept leaned into TLSP's legacy through a multigenerational lens, bringing together women across age groups to show how each of them uses the product in their own way, proving that a truly great formula doesn't need to chase trends.
Works here. Works there.
TLSP doesn't care who or where you are. It just works. This territory celebrated the product's versatility by tapping into cultural moments in real time, partnering with makeup artists to recreate iconic looks from events like the Grammys and Met Gala and showing how the same product powers both the red carpet and your Tuesday night.
