Launch Goal

The goal for this launch was to create buzz pre launch, increase email & SMS sign ups during the social tease phase of the launch while highlighting the key ingredients in the product in a way that is digestible for current and new customers.

Creative Direction

Highlight the product as an essential part of ones every day beauty routine by having product posed in a bathroom medicine cabinet as a further nod to a beauty product versus another capsule supplement in a pantry. Photography & Videography was inspired by beauty brands like Summer Fridays, Rhode, and Rare Beauty. To highlight the ingredients we used natural props like the aloe vera plant, rose hip oil, and marigold flowers for texture shots and to emphasize the clean ingredients found in the formula. A diverse set of models from age to ethnicity were used to drive home the inclusiveness use of the product.

Social Strategy

To increase early sign ups we created a set of IG story teasers with links to an early access splash page to capture email and SMS info. For our reel teasers we focused on the ingredients which created buzz and curiosity since previous launches the teases were flavors so this naturally created curiosity over the new product. For the second reel tease we used the shape of the unit so existing customers knew it was an addition to our capsule family of products, the question to answer was what could it be used for. Due to the products nature it must be used for over the course of 4 weeks to see results. We created a UGC strategy and sent products out to UGC creators & loyal customers to test for over 30 days and to give us real, unfiltered reviews, & their before and after photos.