GRANDMA ROTH TAKEOVER

Carole Roth is the mother of skincare founder Peter Thomas Roth and became an unexpected brand icon thanks to her strikingly youthful skin well into her 100s. She had long used and loved her son’s products, occasionally appearing in brand content as a genuine fan rather than a planned spokesperson. In 2023–2024, TikTok videos featuring Carole went viral, with viewers amazed by her appearance and demanding to know her skincare routine. That organic virality inspired the brand to lean into Carole as a campaign face, turning her into a beloved, authentic symbol of the brand’s age-defying results.

2025 | Senior Designer

Contribution:

• Collaborate with Social & Marketing leads in concept development, research, art direction, and execution of compelling creative storytelling

• Select & retouch images, develop type styles, crops, and compose layouts for (paid & organic) social assets, emails, & homepage takeover