SUMMER OF LOVE WELLNESS
@BLENDED STRATEGY GROUP
YEAR
2023
Love Wellness had already built a loyal following at Target and Ulta. The Walmart launch marked a different kind of milestone: national scale, mainstream visibility, and a chance to expand the conversation around women’s wellness into spaces often defined by stigma.
The brief wasn’t just retail expansion. It was cultural entry.
At Blended Strategy, we developed The Summer of Love, a 360° campaign designed to feel celebratory, nostalgic, and unapologetically female-first. Drawing inspiration from 1960s hippie style, we built a playful yet strategic visual world that reframed wellness as something open, joyful, and community-driven.
As part of the creative team, I helped shape the campaign’s visual direction across content production, social-first video, influencer moments, and IRL activations. From a Love-In in Austin to a Taylor Swift concert takeover in Los Angeles, each touchpoint was designed to feel cohesive — translating seamlessly from physical space to digital feed.
The result: millions of impressions, national press coverage, and a high-energy retail debut that positioned Love Wellness as both culturally fluent and shelf-ready. More than a launch, it was an invitation to bring conversation, color, and confidence to an often-overlooked category.
Creative Direction: Faith-Ann Young
Art Direction: Katharine Autoun
Social Creative + Content: Martina Menini
Photographer + Motion Director: Anisha Spice
Models: Akilah Jones, Brenda Remi Colón, Genevieve Geller
Wardrobe: Carolyn Son
Props: Beth Pakradooni
Make-up: Shaina Ehrlich
Hair: Mark Alan Esparza
NYC Producer: Pepper Made for Blended Strategy
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