AP Beauty Launch
Launched in 4 weeks: HQ's rebrand translated for the US. Website, emails, banners, paid media, and the Amazon launch, all built here. The US content now runs globally.
project type
Brand Launch
my role
Creative Lead · Art Director
client
AP Beauty
The Launch
An Offline Brand Goes Digital-First
The brand had lived almost entirely offline in Korea. Its US debut had to be the opposite: a full ecommerce presence built from nothing, with the site and email program launching together.
Design System: From First Template to Figma Library
A full design system: modular layouts, a Figma library, an image library. Every channel, always on brand.
Designer: Hayeon Gong, Tiffany J.
Amazon Boutique Launch
Launched Amazon Boutique in 4 weeks
Storefront, 7+ collection pages, and 280+ PDP thumbnails redesigned with copy, legal, and marketing to carry US-compliant claims. Designer: Hayeon Gong
The Record
The site and first-ever email program in four weeks. The Amazon Boutique in thirty days. A department store debut alongside. Every launch this brand needed, delivered.
Product Design: The Skin Analysis Module
An AI-powered analysis tool that recommends a bespoke skincare routine from each user's skin needs. Designed from concept through final screens.
Designer: Hayeon Gong
Department Store Launch
AP Beauty's first US department store launch: launch materials and off-site event collateral, created with a product designer.
Graphic Designer: Hayeon Gong, Sandol Oh / Product Designer: Sophia Kim
Monthly Digital Promotion
Four to six promotions a month, flowing across CRM, email, social, and paid. Performance marketing and content creation as one continuous system.
Lead Designer: Hayeon Gong
Always-On
Content Creation, Adopted Globally
I created all content from concept through post as art director and producer both: sourcing photographers, video editors, and retouchers, coordinating with the digital team, and working with HQ to align products and the content calendar. HQ later requested the work for official global use.
