Everlasting C
New Product Launch Campaign
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New-to-market Vitamin C Oil Elixir made with Ascorbyl Tetraisopalmite, 100% naturally-derived ingredient. This advanced active Ingredient is one of the most powerful forms of Vitamin C.
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Product launch targeting a new younger demographic for the brand, the current customer base skewed older 40+ and are primarily anti-aging skin care users. This new product needed to appeal to a younger audience + serve as a gateway product.
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The launch campaign voice is more lighthearted and casual. Communications focus on radiance and glowing skin (vs. anti-aging) as key benefits for a younger audience. Protect & Prevent messaging to cross-sell to natural SPF products. Hero visuals are clean and colorful. Photo and video shoot with younger models embody a relaxed youthful energy within a healthy lifestyle environment. Social focused campaign with product education messaging and a consistent use of campaign color palette, imagery and typography.
Peoples Jewelry
Post Holiday Promotion
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Peoples Jewelers, #1 Canadian mass retailer of fine jewelry wanted to increase appeal more youthful Gen Z fashion-forward consumer as well as the Canadian Asian community.
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Create a limited lifestyle focused campaign that resonates with younger trend focused consumers, engage the youthful Canadian Asian demographic, promote & persuade purchase interest with specific focus on diamond jewelry, through multi-channel activation during the typically challenging post holiday sales period.
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Trend with attitude Lifestyle stills + organic and social video. Age and ethnically appropriate casting. Youthful, modern and sophisticated styling and photo direction.
Social Video
Storyboarding, editing art direction
Glitter Glaze
New Product Launch Campaign
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Limited edition long-lasting iridescent liquid eyeshadow packed with ultra-fine pearl pigments
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Clearly differentiate this new offering from the brand's core shadow line.
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Focus on the newness of the liquid product form to clearly differentiate the collection from inline pressed powder shadows. Social first strategy that is product form focused and highlights the universality of shades/pigments on diverse skin tones.
One Condition Universal Hair Mask
New Product Launch Campaign
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New category entry: hair care. The innovative blend of botanicals, work together to smooth and soften hair, while nourishing weak hair to increase shine, thickness, volume and prevent further frizz and breakage.
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New category entry competing with well established competition in a crowded hair care market.
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Visually engaging product benefit education, efficacy credibility was promoted through compelling Before/Afters to bring much needed awareness and encourage trial with existing customers.
