To relaunch one of IT Cosmetic’s cult favorite products, we focused on its name: CONFIDENCE. I partnered with brand directors and product reps to learn the product’s new supercharged benefits and tell the story of its powerful ingredients through the voices of real women who loved it. I conducted day-long interviews with real fans of the product and, using my knowledge of the ingredients and benefits, paired their quotes with hard-hitting product claims to create hard-hitting sales videos and beautifully portray the product benefits in photos.
I served as a creative and stragetic lead across at 3-day photo and video shoot, consulting on product application and use and providing creative oversight for product and wardrobe styling.
We created hard-hitting benefits and ingredients videos to re-launch the Supercharged Confidence in a Cream at industry events, using the real words of our models, paired with product claims.
