Univar Solutions is one of the world’s largest specialty chemical and ingredient distributors, serving industries including beauty and personal care, food and beverage, pharmaceuticals, industrial manufacturing, and household cleaning. To position the company’s Beauty & Personal Care division as a leader in emerging trends, we developed #MetaBeauty, a future-focused campaign exploring how digital identities, virtual experiences, and evolving consumer behaviors could shape the next generation of beauty products. Centered on “New Sensations: The Future of Beauty,” the campaign used trends, concept formulations, and immersive storytelling to help customers imagine what beauty might look like next.
As Senior Art Director, I led the creative direction and global rollout of the campaign, working closely with Univar Solutions and regional teams around the world to develop and localize assets for North America, Mexico, Brazil, and EMEA.
Working alongside my team at FINN, we developed a wide range of campaign assets, including responsive website design, social media content, digital advertising, billboards, magazine ads, trade show environments, formulation guides, Zoom backgrounds, stickers, and supporting collateral. The campaign ultimately expanded far beyond traditional advertising, coming to life through websites, social media, print materials, trade show exhibits, and industry events around the world.
DESIGN APPROACH
Because the campaign explored the intersection of beauty, technology, and digital identity, I wanted the visual language to feel futuristic without becoming cold or overly technical. The color palette combined vibrant purples, soft pinks, holographic gradients, and iridescent textures inspired by digital environments and virtual experiences. These elements created a sense of the future, imagination, and possibility while still feeling approachable and relevant to the beauty industry.
Typography played an equally important role in shaping the campaign. I designed the custom wordmark to incorporate geometric forms, thin connecting lines, and subtle, digitally inspired details that referenced technology, connectivity, and virtual spaces. Throughout the campaign, I paired futuristic imagery, digital avatars, surreal beauty photography, and experimental textures to create a visual system that felt both aspirational and forward-looking.
In addition to the campaign advertising, I designed a series of formulation brochures that helped bring the MetaBeauty concept to life. Each formulation had its own story, benefits, ingredients, and technical information, requiring a flexible design system that could accommodate a large amount of content while still feeling connected to the overall campaign.
As the campaign expanded internationally, the project's scope grew quickly. Approximately 15 formulations were translated and adapted into Portuguese, Spanish, and French translations, resulting in dozens of localized versions that required careful management and review. Beyond the design work, a significant part of the project involved coordinating updates, accommodating varying text lengths, maintaining version control, and ensuring consistency across all markets. The experience reinforced the importance of organization, attention to detail, and building systems that can scale as a project grows.
Because #MetaBeauty explored themes of identity and self-expression, diversity became an important part of the visual language. I ensured that the campaign featured people of different ethnicities, skin tones, genders, and beauty perspectives. Collectively, they conveyed a more inclusive vision of the future, emphasizing individuality and self-expression, with digital avatars that pushed beyond traditional ideas of beauty.
The campaign extended beyond digital and print into large-scale trade show environments, where the #MetaBeauty concept was brought to life through booth graphics, experiential displays, formulation showcases, and supporting collateral.
Seeing the work translated from early concepts into physical spaces across multiple regions was one of the most rewarding aspects of the project. The campaign became a unifying platform for teams around the world and demonstrated how a strong creative vision can scale across formats, audiences, and international markets while maintaining a cohesive brand experience.
