bobbi brown
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pac-man™

Every year, Bobbi Brown Cosmetics launches an exclusive collaboration collection with a novel IP as a part of its global marketing strategy to attract New to File customers to the brand. For the year 2025, they secured a licensing partnership with Namco Bandai's beloved PAC MAN TM and tapped me to design their in-store and event strategies.

client: Pat McGrath Labs

role: industrial designer

The resulting treatment was a huge hit for the brand. 14 Cities, 23 Stores. 9.12 - 10.20. Retail Sales 4.3 RMB (Chinese bucks) vs Target 113%. Drive NTF (new to file customers) 60% (44% Last Year). ROI 6.8 Pacman MOB (Municipals over bongds?) 10% 20+ KOL (Key Opinion Leaders) to BB Store engage drive buzz to store