The undisputed leader of the DTC skincare space faced the need to evolve for a new generation of consumers.
To maintain appeal to younger shoppers experiencing their first issues with blemishes, we created a second wave of Direct Marketing that included Infomercial, reinvented packaging, and attractive new offers. We also chose to sign for each series of spots a new young celebrity—a trend that has worked and set a pattern for the brand that generates its own buzz, as people are excited to see who gets signed as the new face of the brand.
The refreshed work drove huge sales. The celebrities signed gained incalculable earned media. And over decades the brand continues to stay not only relevant but top of mind.
Direct Response Campaign