Coty Inc.
Thumbstopping content
for global brands
Thumbstopping Photography
for Coty
Art directed a new visual language for Coty's beauty brand portfolio — making product photography scroll-stopping in social and digital channels.
Generic product shots
that got scrolled past.
Coty's brand imagery was indistinguishable from competitors. On social, the click-through rate on owned content was consistently below category benchmarks.
Editorial aesthetic meets
product performance
Developed a visual framework that blended editorial craft with performance-optimised composition. Tested thumb-stop rates on social before rolling out across 6 brands.
A consistent visual language
across 6 beauty brands
Art directed shoots for Rimmel, Max Factor, Sally Hansen, Wella, Nioxin, and Clairol. Created guidelines that enabled in-house and agency teams to produce on-brand content at scale.
One visual language
across six competing brand directors
Every brand director had a different opinion on what "good" looked like. Aligning them on a shared visual framework required more than taste — it required data. I ran a thumb-stop rate test across 40 image variants before any brand director saw a proposal. Walking into the alignment session with performance evidence, not opinions, changed the dynamic entirely. We agreed on the framework in one meeting.