Solution: Elevate the calendar to a platform for Lesley to share her culture, celebrate everyday beauty, and be an invitation for others to do the same. To achieve that we tied everything into Lesley’s personal connection and description of the Ojibway concept of 'The Good Life”.

Lesley’s voice needed to be the heart of the project, so we made this literal, integrating her quote into the packaging. On a practical level, this philosophy beautifully mirrors the everyday luxuries and excitement that the customer will experience. Product photography tied back to Lesley’s chevron design with geometric motifs, emphasizing the unprecedented amount of full-sized luxury items. We included translations of the copy in Anishinaabemowin to amplify inclusivity and reflect another personal element. It was essential a portion of profits were then donated to the charity “Charter for Change” to ensure the calendar was not simply lipstick and lip service. Overall, the calendar evolved beyond a holiday launch and transformed into a limited-edition beauty event that celebrated a beloved Canadian Artist, everyday beauty and inclusivity.

Result: The Calendar sold out within a week of going live and solidified The Bay Calendar as a new must-have for beauty lovers and gifting.

Full editorial landing page: https://www.thebay.com/editorial/beauty-holiday-calendar