Intro
Papatui is Dwayne Johnson's men's care brand, built around straightforward, effective products that make self-care more approachable for men. For Father's Day, Target requested seasonal end cap concepts that could drive gifting while introducing shoppers to the brand.

The Challenge
Create a Father's Day retail concept that felt authentic to dads while making skincare easier to understand and shop.

My Role
Partnered with a designer to develop retail concepts, merchandising strategy, and copy for a Target end cap. I created two creative directions that reimagined Father's Day gifting through a more approachable lens.

Concept One: Dad Glow-Up
Instead of treating skincare as a luxury, Dad Glow-Up reframed it as a way to give back to someone who's spent years taking care of everyone else. The concept borrowed from the familiar "glow-up" trend while grounding it in a relatable insight: Dad doesn't need a makeover, just products that help him look and feel his best. Products were merchandised as an easy gift solution, supported by the line: "Helped you grow up. Time to help him glow up."

Concept Two: Self-Care Is for Papas Too
This concept challenged the idea that skincare is overly complicated or only marketed to women. Rather than leading with industry language like "tightening" or "plumping," the display focused on practical concerns dads actually recognize, like dry skin, irritation, and redness. The merchandising positioned Papatui as a straightforward solution for problem-solvers, reinforced by the campaign line: "Self-care is for Papas too."

Outcome
Presented both retail concepts for client review as part of the Father's Day merchandising exploration. While neither concept moved into production, the work demonstrated two distinct creative approaches to seasonal retail storytelling, shopper messaging, and in-store merchandising.