Francine Dreyfus | Creative Direction
Creative Direction

Glowhaus FW17


Glowhaus FW17

In the Fall of 2017, Bloomingdale's launched a beauty boutique geared towards the millennial customer. I led a team of 8+ people through the entire life cycle of the campaign—from concept development through execution. Glowhaus combines a cast of diverse models to showcase the season's best looks in a playful, imperfect (yet polished) and unapologetic way. By breaking the traditional step-by-step format of how-to videos, the footage captures the spirit and unique style of each model, while also providing valuable application technique tips to the customer.

Updated on a seasonal basis, the omni-channel campaign includes in-store, print, digital, social and video components. See SS19 imagery, FW18 imagery and SS18 imagery.

Press: Racked, Refinery29, WWD, Glamour

Awards: Women's Wear Daily Beauty Inc. award for Retailer of the Year.

See more work at

Photography: Anairam
Makeup: Erin Parsons
Hair: Bok-Hee
Styling: Melaney Oldenhof
Associate Creative Direction: Preeti Monga-Scheier
Art Direction: Paris Wilson
Design: Sara Cho + Soljee Lee
Copy: Carey Susskind