For our first holiday campaign, we curated gift sets by archetype - i.e. The Boss, The Decadent and The Natural - knowing full well that our woman embodies every title at different moments throughout the day. We messaged each set with an apt description of the woman one might be shopping for, as well as parallel campaign language that spoke to giving her “beauty moments” over everyday, material items.

In addition to e-commerce and social, we brought this campaign to life with a direct mail Newspaper, which landed in 50k households, 30 partner locations, in store and in every online order. The #GiveViolet campaign resulted in our highest sales to date and garnered over 1 million social impressions.

↓ printed broadsheet

↓ photography/social 

↓ social

↓ emails

↓ retail window video used in social