Regimen Campaign St. Ives
St. Ives was 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 repositioned the brand as the go-to for all your skincare needs.

Based on the insight that Gen Z’s skincare needs change 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 show 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 emphasize the benefit of radiant skin.

This campaign helped lay the foundation for evolving St. Ives’ image beyond face scrubs, a direction the brand has continued to build upon.

Here is the range video and product key visuals that brought this concept to life.

Digital Video

:15 Range

Key Visuals