TURN UP
THE GLOW

CONCEPTING, PITCHING, COPYWRITING

WHO & WHAT

For 2018, St. Ives wanted to become be so much more than the scrubs they were known for. They two main goals: to reposition themselves as the fun naturals skincare brand and diversify their cleanser game. So they decided to launch a set of cleansing sticks and revamp their packaging.

But they needed a little help getting the word out.

WHEN

Q3 2017 – Q4 2018

HOW & WHY

So, we decided to Turn Up the Glow. This launch campaign for their new cleansing sticks combined quick, punchy benefit language and pop-art colors to highlight the product’s convenience and innovation. 

WHERE

This 360 campaign lived across digital, social, print, and point-of-sale.

RESULTS

On the campaign tagline: The clients liked it so much, they adopted it as brand’s overall tagline!

CREDITS

Agency: OLIVER (U-Studio)

Senior Copywriter: Jasmin Sun
Senior Art Directors: Jia Chen