SOPHIE WARBURTON

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The INKEY List - Bio Active Ceramide Moisturiser launch



Creative Direction, Art Direction, Launch Strategy, Messaging, Social, Motion.



Product launch for the forgotten beauty customer


Most anti-aging skincare campaigns depict women in their 50s+ while social listening was showing there was a new approach to aging, particularly among women. Industry wide, the brands’ approach did not match the customer mindset.
Playing on the concept of 00’s nostalgia, elevating the mass-price point product to cult status and positioning women in their 30s front-and-centre of the campaign to champion their cool.
RESULTS:
$12M Projected sales (Y1) (+20% on forecast); 984k TT views in 1st month (@theinkeylist); 56 gratis B&M second placements; #3 selling SKU in product portfolio; $8M EMV, 250M reach (Jan ‘24)



















sophie@sophiewarburton.com