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.
Q3 2017 – Q4 2018
HOW & WHY
Turns out, the best way to revive a classic skincare brand for GenZennials is to inject plenty of vibrant colors and a little good, clean fun.
Turn Up the Glow combined the language and the pop-art colors they needed to be seen as convenient, effective, and totally fun to use.
The clients liked the campaign title so much, they adopted it as the new brand tagline!
Agency: OLIVER (U-Studio)
Senior Copywriter: Jasmin Sun
Senior Art Directors: Jia Chen