Creative Director
Cara Mia WildeAssociate Creative Director
Vicky FongSenior Art Director
Bora NamRole
Senior designer, concept, paid media, pre- and post- production, select digital and print designTeam
Lyanne Veloz, Chisaki Hagata, Tami Ortman, Sarah Infranco, Jordan Weed, Pauline Lee and Gary Fiorina (copywriters)Print Photography and Motion Partners
Tory Rust (motion director, beauty photography), Spencer Higgins (product photography), and Suzy Kim (stylist)Digital Photography
Heesoo Kim (photographer) and Nissa Quanstrom (stylist)This project was created at Sephora.
Challenge
Since the beginning, Clean skincare focused on formulation and ingredients that weren’t in products. However, clients who sought out clinically-backed products shied away from Clean products. This forced our skincare clients to choose between Clean or clinical skincare products. Over time, clients have become more savvy and are demanding transparency in not only formulation in Clean products but also science-backed results seen in clinical products. Sephora has sought to provide clients with visible proof that they don’t have to compromise or choose, they can have both Clean skincare that has clinical results.Solution
With this campaign, we looked to push the envelope with striking visuals which were science-inspired. Motifs such as notched corners in the design, macro goop imagery and goop in petri dishes portrays a sense of magnification and element of scientific research. We chose products with visually appealing goop to entice clients and used brand-provided before and after imagery to support clinical claims. Seals and our Clean green color were used to subtly tie back to the Clean category.In paid media, we used influencers who are also skincare specialists to speak to clinical results. By showing off the product’s texture alongside their clinical claim, it provided a moment to showcase the products and its results in an approachable way.