kayla karim

Primary Designer

As one of the lead designers for Performance Beauty Group’s Lash Division, I manage creative for three distinct lash brands: Lilly Lashes, Velour, and FlutterHabit. While all three offer false lashes, each brand has its own audience, voice, and visual identity. A key early challenge was building a creative workflow that allowed us to execute parallel campaign ideas—while ensuring each brand remained clearly differentiated and true to its identity.

For Lilly Lashes and Velour, we launched a Meta-specific Instant Experience Campaign—an immersive, mobile-first ad format that acts like a landing page, but keeps users within the Meta platform. These interactive units allowed users to swipe through carousels, view lifestyle imagery with tagged products, watch video content, and explore different lash styles—all within a single seamless experience.

Each Instant Experience was designed to highlight key product benefits and differentiators, including before-and-after imagery, press mentions, user reviews, and style variety. The goal was to bring each brand’s story to life in a rich, engaging way that both educated and converted.

These campaigns were launched across Meta Platforms and created with Adobe After Effects and Photoshop.