@WELOVECOCO
Oversee strategic vision and creative direction for @WELOVECOCO, CHANEL’s first fragrance & beauty community Instagram page that launched in February 2018. From content creation to audience engagement, lead the development of social campaigns and curation of brand-aligned UGC for the platform, including:
Editorial Artistry
Creative direction, talent casting and post-production.
Red Carpet & Celebrity Features
Creative direction, talent relations, contract negotiation, shot list development, original photography and post-production for behind-the-scenes coverage with celebrities, including Michelle Williams, Margot Robbie, Jessica Chastain and more.
Reels & Tutorials
Talent recruitment, contract negotiations, paid and organic brand partnerships, content briefing and campaign activation.
Product Spotlights
Creative direction, shot list development, original photography and post-production.
Interactive Challenges
Concept development, content curation and community management.
In the Press
"Chanel Beauty creates a vibrant community Instagram that celebrates user-generated content and authentic fan engagement — a first-of-its-kind luxury beauty initiative."
— The Cut
"A groundbreaking beauty Instagram dedicated entirely to celebrating the creativity of fans, influencers, and artists using Chanel products."
— Harper’s Bazaar
"Rarely does a luxury brand prioritize real community photos over curated branded posts, making @welovecoco a refreshing and authentic beauty feed."
— Elle Australia
