Milk Musk

This fragrance is all about comfort — created to make the consumer feel as though they were being cocooned in an embrace.

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I led the creative identity focusing on bringing that sense of comfort to life. The challenge was finding a way to convey this digitally in a way that stood out, as the feeling of a cocooning embrace can easily be lost online.

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To achieve this, I developed a suite of textures and subtle tone-on-tone hues, brought to life through playful “cushions of comfort.” These elements created a soothing, ASMR-inspired experience that translated across stores and, in particular, on social channels.