The Balm.com

I partnered with Glossier on the launch of their Cherry Balm, working closely with the influencer marketing team to create content that felt raw, natural, and actually native to what was trending on social. The post leaned into that unfiltered, “caught-in-the-moment” energy Gen Z loves—while tapping into the bag charm trend with an “A” initial moment to tie back to the launch.

A mix of product storytelling and cultural timing—designed to feel less like an ad, more like something you’d save.