As the creative lead for Softlips’ holiday balms, responsibilities include developing organic social content, product photography, and Shopify DTC assets such as PDP videos and seasonal sale banners that bring the brand’s 30-year legacy to life in its most important sales window: winter, the peak season for lip balm demand. Rooted in Softlips’ promise of ultra hydration and its cult-favorite bold, nostalgic flavors, the creative direction leans into vibrant color stories, cozy and familiar visual cues, and ingredient-forward imagery that instantly signals both comfort and crave-worthy seasonality. Every asset is crafted to evoke the homey warmth and playful nostalgia consumers associate with Softlips, while showcasing the standout flavors and festive spirit of the holiday collection.