“Self-care that counts.”
Brief: For beauty giant NIVEA, a growing demand for sustainability led to the creation of their greenest shower gel yet: Fresh Blends shower gels from with real fruit particles. Our task? Launch to a global audience, addressing the growing consumer demand for sustainable beauty products.
Insight: Consumers are increasingly seeking products that not only care for their skin but also demonstrate a commitment to environmental responsibility.
Idea: "Shower your skin and the planet with love." Hone in on the natural elements with slow motion video of the delicious fruits to create a sensory experience that invited the viewer to come into NIVEA’s new planet-friendly world.
Outcome: Our tagline, “Shower your skin and the planet with love” spoke to this 100 year old beauty brand’s new strategic platform, which centred around human touch and emotion.
“New scrub feel.”
Brief: Communicate the global launch of NIVEA’s three new Rice Face Scrubs in a fresh, young, natural and yummy way. Focus on digital-first concepts that highlight tailored skin solutions.
Insight: Traditional face scrubs are ‘one size fits all’, and often contain harsh abrasives that can be damaging to the skin and the environment.
Idea: Celebrate the 'new you' feel with sensory-rich visuals, inviting users to put old scrub experiences behind them with a scrub that is completely tailored to you, your skin type and ethics.
Outcome: The comprehensive campaign included strategy development, concept creation, scriptwriting, casting, on-set creative direction, post-production, content strategy, EDMs, and UX content.
“Why DIY when you can scrub and go.”
Brief: Launch Labello's new multi-purpose lip scrub and balm globally, tapping into YouTube’s beauty buzz by offering a more lifestyle-friendly solution to DIY.
Insight: Beauty content generates more than 169 billion views on YouTube, with beauty DIY tutorials being a popular genre. But with school/work/kids, many women don’t have time to whip up an at-home beauty treatment.
Idea: Why do it yourself if you can scrub and care for your lips on-the-go? On the bus, before a kiss - whatever you're doing, new Labello Lip Scrubs keep your lips super soft whenever you want. No tutorial needed! Made with dissolving particles that melt onto your lips, feel the care after every scrub. Don’t have time for a full on at-home beauty remedy? Don’t worry. Keep your lips in kiss-perfect condition with Labello’s new on-the-go lip scrubs.
Outcome: My tagline ‘Why DIY when you can scrub and go’ became the cornerstone of our campaign - acting as anchor for the script for our advertising campaign and all below the line assets. Providing direction on-set, I helped guide set design, talent direction and post-production edits.
“More than a lipstick.”
Brief: Introduce Labello's first ever cosmetic product to a global audience with a campaign that highlights both lifestyle and emotional benefits.
Insight: Women are faced with thousands of choices each day, not least of which is makeup. They seek products that offer both care and vibrant colour without compromise.
Idea: ‘Not just a lipstick’ became the cornerstone of our campaign because it leveraged Labello's existing reputation in lip care, introducing loyal customers to a multi-purpose product that boosts confidence and suits on-the-go lifestyles.
Outcome: Strategy, concept development, scriptwriting, post-production, voice-over, and UX content, effectively positioning Labello's Lip Crayons as a fusion of care and colour.
“Clay Fresh.”
Brief: A digital-first, creative concept that highlights clay as the key ingredient in NIVEA’s three new deep-cleansing shower gels made from clay of natural origin.
Insight: Clay is an iconic beauty ritual, centuries old. But it’s in need of a little refresh.
Idea: Feel reborn from clay. Visualise the refreshing power of clay by bringing clay itself to life in an iconic way.
Outcome: The one that got away…
