Tattoo Brow Gel

GLOBAL 360 LAUNCH Brow impact that last for days. Tattoo Brow Gel introduced a bold edge to Maybelline. The Tattoo name signaled confidence and staying power, but with a product this innovative, education was key. Consumers needed to see exactly how it worked—apply, set, peel, and reveal fuller brows for up to three days.

Visual storytelling drove the message, using shadow play and clean high-tech aesthetics to break down the process step by step. In the U.S., it tapped into the demand for long-wear, low-maintenance beauty.

In Asia, where tattoos are taboo, the focus was on performance and precision, framing it as an advanced beauty tool rather than a commitment. We developed the visual language, messaging, and execution across the U.S. and Asia, shaping the product’s identity as both a statement and an innovation.

As Senior Art Director at GOTHAM (Beauty@Gotham), I led art direction for print and TV across Asia and EU for Tattoo Brow Gel — creating and executing the concept with the Creative Director and production team, and serving as lead designer for layout and all graphics.

Because the product was genuinely new, education carried the creative: I built the visual storytelling around the apply-set-peel-reveal process — fuller brows for up to three days — with shadow play and a clean, high-tech aesthetic. In the U.S. it tapped long-wear demand; in Asia, where tattoos are taboo, the framing shifted to performance and precision. I led makeup, hair, and fashion with the MNY team, instructed the body tattoo artist, and led all retouching, mechanicals, finishing, and sound design.