copywriting + concept + strategy
At VML (formerly Wunderman Thompson), I helped lead the creative overhaul of Eucerin's brand identity, focusing on authentic storytelling and emotional health benefits. Over three years as Senior Copywriter, I worked on numerous global campaigns from strategy to concept to creation. My skin also got a lot better.
Skinterviews
Brief: Introduce Eucerin’s new brand value, "human", with a global campaign, utilising new visual identity and manifesto for the first time.
Insight: Skin concerns can have a profound emotional affect.
Idea: A series of "Skinterview" videos featuring real customers sharing their transformative skincare experiences. Long format, minimal editing.
Outcome: 10+ “Skinterview” videos, complemented by digital commercials, social media creative, and a website re-skin.
“Anti-blemish. Anti-marks. Anti-shine.”
Brief: Launch Eucerin’s new post-acne serum to a global audience, particularly a younger consumer group who may be unaware of the brand.
Insight: Dealing with acne feels like fighting a war. And when you've finally won, then there's still post-acne marks to contend with. It’s ex-haust-ing.
Idea: You're a champ for taking on acne. Now, Eucerin is in your corner to pump you up for this final battle: knocking out post-acne marks, once and for all.
Outcome: An in-your-face campaign featuring models who were actually battling acne, aiming to make them feel seen and empowered. It was one of the first times the 100 year old beauty brand opened up its casting to more diverse audiences.
More of life’s little moments
Brief: Re-introduce Eucerin's flagship body moisturiser to loyal fans.
Insight: Dry skin may not sound like a big deal, but it actually holds people back from enjoying their lives.
Idea: When you’re not dealing with dry skin, you’re free to enjoy the little things in life that actually matter the most.
Outcome: A campaign highlighting the emotional benefits of comfortable, healthy skin. By focusing on moments like a loved one's touch and the freedom to explore, we connected with those suffering from dry, sensitive skin.
“Say yes to smooth.”
Brief: Launch Eucerin’s first multi-purpose anti-ageing serum to a global audience, particularly addressing a millennial consumer group who a) may not be aware of the brand and b) are experiencing signs of ageing for the first time.
Insight: You’re getting older, but your skin is still oily? It’s embarrassing and confusing.
Idea: Normalise multiple skin concerns and make an overwhelming choice less scary with a simple yes / no question and solution.
Outcome: Concept, script, casting and post-production highlighting real, natural skin.
Through the line social content
Our global rebrand didn’t stop at above-the-line ad campaigns. Our 360 approach meant that our message was adapted for every touch point.
Like these short form content videos, purpose-built for social media platforms, and for Eucerin’s new, younger target audience.
+ POS assets + web content + social media concepts +++
