JOAH Beauty 

Eye Serum Concealer

February 2022

​

We launched the Perfect Complexion Eye Serum Concealer so consumers never have to hear, "you look tired" ever again. Leading the communication strategy, I positioned the product as "Your Wakeup Call For Tired Eyes", to emphasize how this serum-infused concealer hides dark circles, reduces puffiness and brightens the look of under eyes.