Objective
Launch Supergoop's first lip shade product while driving demand and elevating the overall creative projection.
Insight
Having invented the category, the brand was now feeling the effects of competition and creative was feeling less ownable. Foray into a new product territory was the perfect time for an evolution.
Approach
Recalibrate creative to feel more ownable and modern through an updated style guide. Sourced emerging photographers, stylists and models. Elevated the taste level of both still life and on figure photography. Injected a sense of dynamism through playful stills & GIFs.
Result
Record breaking 24% sales growth for the Summer season, with Site traffic up 26% during the launch.