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Premium Skincare
Everdew Skin
Beautiful creative that looked indistinguishable from twelve competitors in the same feed.
Project Overview
The brief, in context.
Product Category
Multi-step skincare line anchored by a hero serum
Brand Positioning
A premium routine-collapser for women who are tired of shelf clutter, not tired of skincare.
Campaign Objective
Reduce CAC by replacing ingredient-heavy creative with a story that wins cold traffic in the first three seconds.
Creative Challenge
Beautiful creative that looked indistinguishable from twelve competitors in the same feed.
Audience Analysis
Who the work was actually built for.
Primary Audience
Skin-obsessed women who read INCI lists and follow dermfluencers
Age 25 – 40
Motivations
- Simplifying a routine without compromising results
- Trusting a single hero product over a marketing bundle
- Spending the same money on fewer, better things
Purchase Triggers
- A dermfluencer they trust naming the product
- Realising their current routine is four steps and ten minutes
- A reformulation announcement from a competitor brand
Pain Points
- Pilling caused by stacking too many actives
- Bathroom shelves overflowing with half-used bottles
- Marketing claims that contradict the ingredient list
Market Positioning
Where the brand actually sits in the feed.
Competitor Landscape
Ingredient-led brands (The Ordinary, Paula's Choice) competing on price, and prestige brands (Augustinus Bader, U Beauty) competing on hero-product narratives.
Market Opportunity
A clear lane between commodity actives and prestige hero products — premium price justified by routine collapse, not by ingredient flex.
Positioning Strategy
Lead with the simplification story. Let the ingredient detail close the sale on the PDP, not in the ad.
Marketing Angle
Position the serum as a routine collapser — one bottle that replaces four steps — instead of competing on ingredient claims.
Why this angle
Ingredient-claim creative requires category literacy the cold audience can't be assumed to have. Simplification is universally readable in three seconds.
Copy Breakdown
Hook and headline, dissected.
The two lines that earn the spend — and the reasoning behind each.
Hook
“The serum that replaced 4 products in my routine.”
Reasoning
Specificity (4 products, not 'many') makes the claim believable and triggers a mental audit of the buyer's current shelf.
Expected Reaction
Mentally count the bottles in their bathroom, then watch the rest of the asset to see whether the math holds up.
Headline
Four steps. One bottle.
Purpose
Restate the value math in the post-tap moment so the price feels like a saving, not an addition.
Messaging Objective
Reframe the purchase as consolidation.
Creative Direction
The visual language of the campaign.
Visual Style
Clinical-meets-editorial: white cyc product photography paired with bathroom-shelf UGC.
Mood
Calm, considered, faintly clinical. No before/after gimmickry.
Brand Perception
A serious skincare brand that respects the buyer's time as much as their skin barrier.
Creative Goal
Make the buyer feel relief, not aspiration.
Creative Gallery
The four-asset variant matrix.
Every campaign ships with four roles covered — so we can isolate which lever actually drove the lift.
Creative 01
SOCIAL PROOF ANGLE
Your skin should be the first thing people notice.
Creative 02
High-performance ingredients. Visible results.
Creative 03
SOCIAL PROOF ANGLE
Stop using five products to solve one problem.
Creative 04
Offer Creative
High-performance ingredients. Visible results.
Alternative Concepts
The four directions we explored before locking the hero.
Each carried a distinct angle, hook, headline and creative direction. The ones we held back are still in the test queue.
Ingredient Forensics
A- Angle
- Microscope-style ingredient breakdown.
- Hook
- “What's actually in the bottle, frame by frame.”
- Headline
- Every ingredient. On record.
- Creative Direction
- Macro lab-style footage with paper-style annotations and lab type.
The 30-Day Edit
B- Angle
- Time-lapse skin diary across four weeks.
- Hook
- “I tracked my skin every day for 30 days. Here's what changed.”
- Headline
- 30 days. One serum. One shelf.
- Creative Direction
- Bathroom-mirror time-lapse with daily caption stamps.
Bathroom Shelf Audit
C- Angle
- Founder-led audit of a customer's current routine.
- Hook
- “I let the founder rebuild my entire shelf.”
- Headline
- Half the bottles. Twice the results.
- Creative Direction
- Documentary-style interview cut against a real customer's bathroom.
The Pilling Diaries
D- Angle
- Lead with the universal frustration of pilling.
- Hook
- “Why your serum, moisturiser and SPF keep pilling.”
- Headline
- One bottle. Zero pilling.
- Creative Direction
- Educational POV-style explainer with overlay captions.
Why This Campaign Works
The strategic argument, in four parts.
Psychology
Subtraction reads as confidence; addition reads as upsell. Buyers reward brands that ask them to buy less.
Positioning
Routine collapse repositions the price as a saving against the shelf the buyer already owns.
Customer Motivation
The buyer's desired identity isn't 'skincare expert' — it's 'person who finally figured this out.'
Creative Strategy
Pair the cold-traffic simplification story with retargeting that finally explains the ingredient deck.
Key Learnings
What this project taught us.
- Naming a specific number ('4 products') outperformed vague claims ('your whole routine') consistently.
- Bathroom-shelf UGC outperformed studio product shots on first-touch CTR.
- Closing on the headline rather than a discount stamp lifted PDP add-to-cart rate.
