Natsuko Bosaka

Estée Lauder Advanced Night Repair
"When Life Tests Skin, Trust the Most Tested"

Creative-directed a global hero 360 campaign for Estée Lauder's Advanced Night Repair serum, reframing the brand's legacy of rigorous testing, 1700+ tests over 40 years, as proof against life's daily tests, pollution, blue light, sleepless nights. The campaign moves seamlessly between real life and the lab, revealing the deep connection between the two. The West market film features Daisy Edgar-Jones.

Led creative for the hero film from concept through final production across Eastern and Western markets, oversaw the campaign's social video, photography, and key visuals, and developed the visual system adopted across retail, digital, and social teams. The film tested in the top 4% of U.S. advertisements, with 99th-percentile persuasion performance.

We made "Strong is Beautiful" mean something, by showing the world the power that Dads have in creating the next generation of strong women. We simply filmed NFL Dads doing their daughters' hair (the #DadDo). And we set fire to the Super Bowl ad conversation. 45 million views and 1.68 billion media impressions later, #DadDo was a sensation, leading to unprecedented cultural attention and engagement for Pantene.

Awards: Cannes Lions Gold, 2 Silver Lions and Bronze, Clio Silver, The One show Bronze and Merit, LIA Silver, Cresta Grand Prix and Gold, D&AD Wood, Effie Bronze

Féria by L'Oréal Paris is a hair color brand known for multi-faceted, shimmering hair colors. Over the years, I creative-directed multiple 360 campaigns under the "Next Level Color" platform, spanning hero videos, social content, point of sale, and digital, work that resonated with a diverse community of individuals who express themselves through creative hair color.
I also created the brand guidebook, establishing a consistent visual identity across every touchpoint.

Director: Jean-Pierre Philippot

This vibrant 360 campaign for the global launch of L'Oréal Infallible Pro Gloss Plump and Brilliant Signature Plump-in-Gloss visually brought the product's plumping benefits to life. Using balloons as a striking analogy for the instant plumping effect, we transformed an iconic Parisian location into a dreamlike scene filled with cascading balloons.

The integrated campaign spanned TVC, digital video, social content, POS, and e-commerce, creating a cohesive and memorable consumer journey. Developed in collaboration with Paris DMI and the US team, the campaign seamlessly delivered localized and global assets that resonated with audiences worldwide.

Dark & Lovely rebranding, aimed at creating a new brand aesthetic. This includes the introduction of the Dark & Lovely & _ campaign, as well as updates to the packaging of Fade Resist, offering 18 shades of at-home hair color.

As a subsidiary of L'Oreal USA's Multicultural Beauty Division, Dark & Lovely pioneers breakthrough hair innovations tailored for women of color.

The Dark & Lovely & _ campaign celebrates individuals who authentically express themselves, empowering them to embrace their infinite internal power and discover their unique voices.

This product-focused campaign concept was designed to emphasize the superior anti-aging benefits of L'Oréal's Revitalift Triple Power Moisturizer by spotlighting its three powerful, dermatologist-recommended ingredients.

In a crowded marketplace, the campaign stands out by showcasing the product in an iconic way, using clever, comparison-based copy to highlight its advantages over competitors.

This approach created a memorable and impactful campaign that effectively communicated the product's unique benefits.

My role focused on creative concept development and pre-production.

The OLAY BODY campaign highlights 'Sikinification' in Body Wash, featuring advance skincare ingredients. It includes various products featured in TV /digital streaming ads, social media, and print.

The campaign uses an influencer style tone of voice to engage consumers, focusing on building a connection and showcasing the luxurious and effective qualities of the Body Wash. Each part of the campaign is carefully crafted to convey product benefits, improving the consumer specific skincare needs.

As Nicolas Hieronimus, L'Oréal's Chief Executive Officer, took to the stage to give the opening keynote address, L’Oréal Group took center stage on the Las Vegas Out-Of-Home billboards.

The "BEAUTY x TECH =" digital billboard campaign showcased their commitment to innovation and transformation in beauty tech. These initiatives focused on sustainability, accessibility, and inclusiveness, with a strong emphasis on reducing energy consumption and increasing efficiency, introducing technology for individuals with limited mobility, and personalized AI technologies for lip color selection.

I developed the concept of "Beauty X Tech =" activation and oversaw production. These digital videos were edited, formatted, and curated for 20 different billboards and over 100 different formats.

I created an integrated campaign for L’Oréal Paris Age Perfect Midnight Serum featuring Viola Davis. The campaign is designed to resonate with women embracing their beauty and vitality at any age, while showcasing the products as essential components for radiant, resilient skin. From digital and social media to e-commerce, the campaign delivered a cohesive, engaging experience that reinforced the brand’s iconic message: “Because you’re worth it.”

COVERGIRL Girls Can campaign is about discovering, encouraging whatever it is that makes a girl take up the challenge and break those barriers. COVERGIRL spokeswomen Queen Latifah, Ellen DeGeneres, Sofia Vergara, Katy Perry, P!nk, Janelle Monáe and others help girls turn "can't" into "can."

Award: Breaking Gender Stereotypes award by UN Women

For CND’s (Creative Nail Design) launch of new line of Shellac Gel Polish, Shellac Luxe, I created a digital campaign focusing on the innovative and luxurious features of the products.

For ALMAY’s rebranding, we launched “Reveal the true you” campaign with Rashida Jones. We made Rashida a parody “influencer” for the new Almay. She can humorously push back on all that perfection and #obsessed-ness and point the way to a new, more modern, more real view of beauty.

For ALMAY's brand repositioning, I creative-directed a holistic campaign spanning point of sale, digital, and social content. Under the platform "Reveal The True You," the campaign evolved the brand from a dated image into a modern, inclusive identity, appealing to a younger, more diverse audience with on-trend products.

In searching for the next breakthrough spokesperson for COVERGIRL, I discovered James Charles, a then 17 year old Instagram/YouTube-famous makeup artist influencer. I introduced him to the brand and he was immediately signed as the first male spokesperson for the brand. The campaign with James created huge buzz for the brand for pushing gender boundaries and breaking social media rules.

The central piece of digital content I created for the campaign was a makeup challenge video starring COVERGIRL Zendaya and James in which the two of them competed to create makeup looks featuring the new products. The piece garnered significant media attention and attracted thousands of new followers for the brand.

COVERGIRL Colorlicious Lipcolor

The COVERGIRL Colorlicious campaign launched a new line of classic lipsticks in shades of pinks, plums, reds, and nudes, the brand's first major lip color launch in many years. The creative concept leaned into a sensorial, delicious food-inspired connection with lips, bringing a tactile, craveable quality to the product line across every touchpoint. The campaign spanned print, point of sale, social media content, website, digital content, and experiential activations.

For New Year's Eve, I creative-directed #ColorfulCountDown, a Times Square takeover that included a televised sponsorship of the launch. Millions of viewers, both in Times Square and on TV, saw the content, from official Times Square party favors to 5 massive digital billboards, taxi TVs, and multiple media promotions.

This fully integrated campaign introduced COVERGIRL’s Plumpify mascara with bold energy and playful creativity. Featuring pop icon Katy Perry, the campaign used the 90s anthem “Pump Up the Jam” to amplify its message and connect with her massive fanbase.

Iconic visuals, such as Katy inflating a balloon with a mascara-shaped air pump and wearing a dramatically inflated dress, brought the product's promise of extreme lash volume to life. The campaign spanned TVC, online video, social content, POS displays, and print, delivering a cohesive and memorable brand moment.

“I am strong, I’m beautiful, I am a COVERGIRL.”

COVERGIRL Global campaign during Olympics featuring American and Canadian boxers, and American beach volleyball player. TV, digital, Print, POS, special edition product packages, etc.