Case Study: TurboLash, A Prestige Innovation in Motion

Project Overview

Before launching as TurboLash, Estée Lauder’s first vibrating mascara was developed under the working name Motion Mascara—a prestige innovation designed to deliver volume and lash separation through subtle, motorized precision.

I was brought into the project late in development, after several design directions had failed to gain traction with leadership. Tasked with providing a fresh creative perspective, I reimagined the concept of “motion” as a clean, modern sequence of illuminated light bands—full of energy and sophistication. The product name slices through these beams in the final artwork, capturing both innovation and elegance while signaling a bold new direction for the brand.

Objective

Design compelling component graphics that visually communicate the innovation and precision behind Estée Lauder’s first motorized mascara—resonating with luxury beauty consumers while supporting internal concept sell-in and launch strategy.

My Role

• Lead designer for component artwork

• Concepted and executed new visual identity

• Developed mockups to visualize final packaging

• Collaborated closely with the Creative Director and VP

• Presented designs that were ultimately shown to Aerin Lauder, then head of creative

Process

Creative Strategy

• Proposed a new visual metaphor for motion using sleek light beams and directional energy

• Integrated the product name into the visual flow to suggest dynamic movement and breakthrough technology

Artwork Development

• Employed structured linear elements to visually represent control, precision, and technical sophistication

• Established a clear visual hierarchy that balanced product innovation with Estée Lauder’s luxury brand cues

• Discovered and applied the blend tool in Adobe Illustrator—a pivotal moment in my development as a designer. To this day, using it still reminds me of TurboLash and the excitement of solving creative challenges in new ways

Cross-Functional Collaboration

• Presented concepts to design leadership for alignment

• Partnered with my design coordinator to refine mockups and manage vendor communication

Design Strategy

• Elegant Innovation: Motion expressed through clean, abstract lines rather than literal interpretation

• Premium Execution: Foil stamping elevated the overall aesthetic and reflected the product’s technical prestige

• Brand Alignment: Contemporary visuals grounded in Estée Lauder’s heritage of innovation and refinement

Results

• Reframed the creative vision for TurboLash at a pivotal moment in development

• Helped secure leadership approval and moved the design into further production

• Reinforced the role of thoughtful design in communicating product innovation and shaping brand perception