The Challenge: Too Faced's Chocolate Soleil bronzer is a cult-favorite product, but after a recent reformulation, it had lost shelf presence and social relevance. Meanwhile, the bronzer category is booming, projected to grow from $22.5B in 2025 to $36.7B by 2030 (10.3% CAGR). Too Faced needed a culturally relevant moment to reclaim its "sunkissed" positioning and win back Gen Z, or risk losing category share to newer, more socially fluent competitors.

The question I set out to answer is: how does a legacy product regain cultural relevance without losing what made it iconic in the first place?

My Role: This was a self-led passion project in which I served as the sole strategist and creative lead, defining the partnership rationale, developing the campaign strategy, and shaping the creative concepts across TV, social, and experiential channels. I pulled and analyzed market data, category trends, and comparable partnership case studies to build the business case from the ground up.

Reflection: The hardest part of this project wasn't the creative; it was building a strategy tight enough to survive a real budget conversation. Grounding the concept in category data and comparable partnership performance (rather than just "this would be cute") forced me to think like an actual brand partnerships lead, not just a creative. If I extended this further, I'd want to stress-test the 8-week sales window against Love Island's actual season length, and build an always-on content plan for the weeks after the finale, when most brand partnerships lose momentum.