Joanna Reagan Ewing

Urban Outfitters Beauty

Urban Outfitters Beauty

The development and execution of UO Beauty was a strategic collaboration between the creative marketing, content, and studio photography teams and strategically driven by engaging and authentic influencer content.

Directing from a mobile-first mindset, I developed a natural and niché approach to beauty media, with a focus on video content, instructional editorials, illustrations, and our #UOBeauty community-generated content.

We developed meaningful relationships with emerging beauty brands and partners. These key brand friends, influencers, and artists were integral to the successful execution and subsequent awareness of our campaigns.

View Credits + Thanks

Anna Ottum, Azha Luckman, Benjamin Russell, Daria Kobayashi Ritch, Jennilee Marigomen, Jon Stars, Manny Dominguez, Michael Persico, Petra Collins

Artists + Creators
Anna Grey, Arpana Rayamajhi, Ben J. Pierce, Chelsea March, Esra Roise, Jenny Choi, Jessica Wu, Lee Armoogam, Leore Hayone, Madelynn De La Rosa, Morgan Brown, Rayne Nadurata, Rewina Beshue, Robin Black, Salem Mitchell, Sophia Roe

Ali Michael, Emily Bador, Grace Hartzel, Hyoni Kang, Kristine Froseth, Samantha Archibald

Creative Director, Women’s Imagery
Christine Thornton
Art Director, Women’s Imagery
Jennifer Edmonson
Director of Creative Marketing + Content
Rachel Albright
Brand Marketing Managers
Casey Zhang + Lynn Kostelny
Senior Beauty Stylist
Alexandra Gutierrez
Beauty Photographer
Manny Dominguez

Executive Creative Director,
Brand Marketing + Imagery 
Joanna Reagan Ewing

Chief Creative Officer
Sue Otto

Project Date