Marina Sarno

Lead the global copy and communication strategy across a full product portfolio of 6 briefs, spanning complexion, skincare and makeup artistry.

The Radiating Balance of Blue - balance not as absence of conflict, but as a quiet force that glows from within.

Scope included 2 complexion briefs, 1 Clear Oil campaign and 3 additional makeup artistry references, each requiring a distinct narrative register while maintaining a unified brand voice.

Create a CRM framework and copy system for YSL Beauty Club that captures the brand's bold, unapologetic identity across every touchpoint.

Postermatic - the YSL Beauty world as a series of framed, aspirational snapshots. Each communication unveils an attitude, not just a product.

Create a unified seasonal activation campaign spanning Black Friday through Cyber Monday, turning a promotional window into a brand moment.

Starlight / Goldification

Create the full campaign concept, tagline and film script for the launch of Le 8 Hypnôse, the first serum-inside volumizing mascara by Lancôme.

Augmented Performance - mascara repositioned as a scientific revolution with a sensorial soul.

Lead copy and full campaign ecosystem across two simultaneous briefs, the renovation of L'Absolu Rouge Intimatte and the launch of the new Intimatte Liquid extension, each requiring a distinct narrative while maintaining coherence within the same product family.

Bare Luxury - matte redefined as softness, not severity.

Build a complete luxury skincare brand from scratch as a solo creative project, including brand book, visual identity, campaign assets and film produced with AI.

Master the Blur - in a world that insists on showing more, control becomes the ultimate luxury.