Sephora Favorites
Prior to founding Blue Couch Marketing, Tracie Smit served as Creative Director for the foundational development of Sephora Favorites, providing senior‑level creative leadership that helped define one of Sephora’s most enduring and recognizable brand programs.
In close partnership with Sephora’s executive, merchandising, and marketing leadership, Tracie established the creative vision, visual standards, and seasonal direction for the brand—shaping how Sephora Favorites showed up across packaging, print, and retail storytelling. This work played a key role in positioning Sephora as a category leader in curated beauty discovery.
This work reflects Tracie Smit’s Creative Director leadership prior to founding Blue Couch Marketing and informs the consultancy’s executive‑level creative approach today.
Creative Direction & Brand Leadership
As Creative Director, Tracie led the strategic evolution of Sephora Favorites across multiple seasons—setting creative direction for packaging systems, box structures, print applications, and trend‑driven brand expression. Rather than executing individual designs, her role focused on defining the visual framework, guiding teams, and ensuring consistency, relevance, and commercial impact.
Each season, Tracie synthesized emerging trends across fashion, beauty, and retail into cohesive creative platforms, presenting strategic recommendations directly to senior leadership. These frameworks ensured the brand remained current, aspirational, and distinctly Sephora.
Vision Boards & Seasonal Direction
Vision boards were a core leadership tool used to define and communicate seasonal creative direction. Drawing from fashion, print, packaging innovation, and cultural trends, these boards aligned cross‑functional teams around a shared point of view before design execution began.
They functioned as strategic guidance—not inspiration alone—supporting executive decision‑making and helping Sephora Favorites stay ahead of category trends while maintaining a consistent brand identity.
