DESCRIPTION

Conceptualized and lead this 360 campaign and brand refresh with two clear objectives— to generate awareness and educate consumers on the benefits of their #1 best-selling product, and to leverage this hero product campaign as an opportunity for Glamglow to launch a new look and feel aimed at reclaiming authority as a skincare brand. Previously over-the-top visuals had weakened consumer perceptions by promoting a camp, luxury lifestyle while neglecting claims and benefits— this meant reconsidering what ‘Glam’ and ‘Glow’ actually mean for the brand from a creative standpoint. Supermud is a sensorial experience— from the smell of eucalyptus when the jar is opened, to the texture of the formula, to the tingling and tightening sensations of the charcoal that leave you with smooth, clear and glowing skin. Connecting this luxurious sensorial experience to the active benefits and ingredients— with a playful, sexy and fun Glamglow attitude, helped consumers understand what the iconic white jar can deliver. The sensation of self-care meets sensationally clear skin. Supermud saw a 31% boost in revenue thanks to this campaign.