In 2010, Clinique introduced a new category of lip color: the Chubby Stick. Part balm, part color, it delivered sheer pigment with serious hydration—an offering unlike anything else on the market at the time. The initial rollout was intentionally understated, but early sales quickly made one thing clear: this launch called for a much bolder moment.

By Q1 of 2011, Marketing set its sights on giving Chubby Stick the launch it truly deserved. The buzz sparked in 2010 had made one thing unmistakable: this was more than a trend—it was a moment. I was tapped to rapidly design in-store displays and pop-ups that could capture and amplify the growing excitement.

The creative direction was juicy, fresh, and unapologetically youthful—fun, colorful, and instantly eye-catching. To amplify the palette, I spotlighted the Jello Cubes alongside the full spectrum of shades. Accommodating the expanding lineup of new SKUs called for a dedicated standalone display, complemented by the launch of the Fresh Faces pop-up tour.

Despite the accelerated timeline, the impact was undeniable. Chubby Stick quickly rose to become Clinique’s top-selling product—and its momentum only continued to build.