Beauty and Fragrance Holiday Mailer
Beauty and Fragrance Holiday Mailer from Amy Hundley (Malcolm)
Beauty and Fragrance Holiday Mailer

Designed an elevated holiday beauty and fragrance mailer to drive incremental department sales for the last ten days before Christmas using Kohl’s holiday season branding. I also designed an additional stitch-in pocket to hold fragrance samples that was asked to stand out from the rest of the book. The goal was to show Kohl’s as a destination for fragrance and beauty gifts for the holidays and amplify popular brands that the customer may not realize that Kohl’s carries. I was challenged to showcase gifts with purchase and highlight value of gift sets wherever applicable by using a consistent design throughout the book. The mailer was targeting Kohl’s cardholding customers, mainly women aged 35-54 who purchase fragrance and beauty.
Creative Management: Cat Zuperku
Art Direction/Photo Art Direction: Heather Chang
Design: Amy Malcolm

Role and Responsibilities: - Designed concept and layout of all mailer pages and promo pocket - Worked with Creative Manager and Copywriter to develop stories and concept - Designed a bug to promote the value of the holiday gift sets - Designed gift with purchase promotional look - Placed images from photo shoot - Updated all design changes from proof and final proof meetings - Presented work to internal and external stakeholders
I was asked to help elevate the beauty and fragrance mailer since I had helped design two beauty books previously and was familiar with the product. The original design was not coming across to the client as a holiday book and I was challenged to help elevate the book while incorporating Kohl's holiday seasonal branding: ice blue, red, and gold color palette. The client was struggling with the fact that the colors were non-traditional. In order to meet the client's needs, I introduced a sparkly ice blue background reminiscent of light on snowflakes or blurred holiday lights. The background was paced throughout the book, along with gold ribbon into the product shots. I also tracked out the creative headlines and used a thin font weight to create an elevated and modern look to the copy.
Stitched into the book was a promotional pocket that included fragrance samples. A promotional gift with purchase was being focused on to bring more customers into the store, so a call out was placed on the front cover as well.
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Beauty and Fragrance Holiday Mailer

Designed an elevated holiday beauty and fragrance mailer to drive incremental department sales for the last ten days before Christmas using Kohl’s holiday season branding. I also designed an additional stitch-in pocket to hold fragrance samples that was asked to stand out from the rest of the book. The goal was to show Kohl’s as a destination for fragrance and beauty gifts for the holidays and amplify popular brands that the customer may not realize that Kohl’s carries. I was challenged to showcase gifts with purchase and highlight value of gift sets wherever applicable by using a consistent design throughout the book. The mailer was targeting Kohl’s cardholding customers, mainly women aged 35-54 who purchase fragrance and beauty.
Creative Management: Cat Zuperku
Art Direction/Photo Art Direction: Heather Chang
Design: Amy Malcolm

Amy Hundley (Malcolm)
Interactive Design & Visual Communication Milwaukee, WI