Aveeno Restorative Therapy Product Launch
Creative Direction, strategy, digital design, video editing, motion graphics
A series of branded introductions to emphasize a product solely focused on relieving distressed and dry sensitive skin.
I wanted to communicate a world of softness. A place that is pure and safe, free of flare ups or itching, burning pain. A place of promise for a product designed specifically for people with sensitive and distressed skin, with the promise of a quiet moment.
Aveeno was launching a brand new skincare platform in less than a month, but the Canadian team was told the US commercial shoot was running very behind. They were scrambling to get something onto television and in the social channels that could introduce the ground breaking new visual of the product, and introduce its teal highlight colour. In addition, they still wanted to communicate the restorative skin care message as a clinical solution to soothe sensitive and distressed skin. The brand needed something to promote, and they needed it now.
THE ASK
Skincare is about skin health, not beautification. The people in need of a product like Restorative Skin Care want to feel comfortable in their own skin. In turn they seek products that are effective, and don’t cause additional harm to their current issues.
These folks struggle with their skin daily. It’s sensitive, dry, cracked and compromised. They want something that will make their skin feel healthy and look good.
THE INSIGHT
Looking at the types of issues that Restorative Skin Therapy aims to treat, one thing becomes clear, people who suffer from skin ailments have more to face than just dryness. Flare ups, greasy creams that sit on the surface, cracks, dryness and flakiness that make them embarrassed to wear short sleeves or sandals.
They feel that this condition affects them socially and want to hide from the world. They want relief. They want their skin to feel soft, healthy and smooth. They want a world free from redness, itchiness or the sensations of sandpaper skin, bugs crawling on them or as if they were on fire.
The chemical formula of Aveeno Restorative Skin Therapy takes care of that, so a focus on the bottle was chosen as the highlight visual. The teal cap set it apart from the other products in the Aveeno line-up, and it was new in the category. I first wanted to highlight that.
Secondly, in a short timeframe I wanted to capture the softness of movement, a smooth and silky feeling that would translate to the product promise. Encased within a world that was free of debris, the simple movement of the product showcased a simplicity that coupled with living in a pure, free and clean environment allow both the promise of healthiness and a focus on the teal come to life.
THE STRATEGY
View the full gallery of Aveeno Restorative Therapy content on YouTube