HELENA RUBINSTEIN
Social Media Strategy & Art Direction | Revitalizing Engagement

Helena Rubinstein is a brand with a legendary heritage, yet they were struggling with a common luxury dilemma: low engagement on Instagram. When they approached us, the audit revealed a clear disconnect. They were treating their social feed like a billboard, reposting polished high-fashion marketing campaigns without adapting them to the native codes of social media.
My Approach: From "Ad" to "Community"
My vision was to shift the narrative from a one-way broadcast to an educational dialogue. I wanted to show them that we didn't need to reinvent their high-end imagery; we just needed to reframe it.
The Transformation
By introducing pedagogical storytelling and interactive formats, we turned a static gallery into a dynamic learning platform. I showed the brand that luxury and social media friendliness are not mutually exclusive. We kept the prestige, but added the proximity.
Art Director: Chloé Soares 
Creative Director: clément nivière
account lead: camille holz 

Agency: Monks
2023