Paula’s Choice Skincare
Led 360° conceptual campaign for Vitamin C Eye Cream launch, using the editorial headline “Brighter Skin, Down to a Science” to marry ingredient-led research with scientific authority, further elevating the Vitamin C franchise’s efficacy story and product offering.
Scope of Work:
Concept ideation
Positioning statement
Headline & campaign naming
Cross-functional partnership with the Sr. Art Director
Presenting to CCO & VP of Brand
BHA Re-support campaign
360° campaign repositioning Paula’s Choice 2% BHA Exfoliant, anchored by the creative concept “The One That Changes Everything.” The idea highlighted how BHA visibly elevates the rest of a skincare routine, reinforcing the brand’s authority as exfoliation experts.
Scope of Work:
Site and email copy
Paid and organic social
Video content (CTVs)
In-store visual merchandising
Printed mailer and collateral
