Translating a Korean brand's ethos to a US audience. 


VDL Cosmetics (Shiseido Group) is a K-Beauty Brand aimed at being for dreamers and go-getters who want timeless beauty with a slight edge. VDL sought Reflexgroup's help in creating content and experiential activations that would position it as a creative, disruptive leader among its competitors and appeal to a US audience. 


With the Art Director's lead, I sourced props and assisted with prop styling (preparing swatches, placing product on-set, pouring product in-action. I also assisted with production for both US Launch activations: IPSY Gen Beauty + Pop up in Soho. 


Creative Brand Strategy

Set Styling

Experiential Activations


Creative Director, Gini Lavore
Photographers, Hai Ngo; Natalia Moena; Iason Sarris

Makeup, Mark Phong

Former sailor turned designer specializing in branding, digital experiences, packaging design, art direction and marketing collateral.




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