Regimen Campaign St. Ives
St. Ives is known and loved as a face scrub brand. With the launch of their daily face cleansers and moisturizers, we were tasked with creating a 360 campaign that repositions the brand as the go-to for all your skincare needs.
Based on the insight that the skincare needs of Gen Zers changes seasonally, monthly with hormonal shifts, and even throughout the day, my ACD Art partner and I developed the concept “My skin wants ____”. I created the mantra “Cleanse, Treat, Hydrate, Repeat!” to convey that building a daily skincare routine with St. Ives is fun and easy. And came up with the tagline “For glowing skin on the daily” to hit home the benefit of radiant skin.
Here is the range video and product key visuals that brought this concept to life.
Digital Video
:15 Range
Key Visuals
