Idea
At the heart of every Aquaphor product is a simple philosophy: healing. So it felt fitting to highlight that Aquaphor’s new lip products are all about taking care of your lips, naturally. That your lips should feel smooth, naturally. That you can go from chapped to cared for, naturally.
With “, naturally,” we were able to speak in a fresh, casual way to Gen Z, while reaffirming Aquaphor’s brand promise of therapeutic healing.
We then crafted a campaign aesthetic that perfectly complemented the language: a sun-kissed, dewy look, and a blue sky with tones that were carefully selected to blend harmoniously with the existing brand blue.
With “, naturally,” we were able to speak in a fresh, casual way to Gen Z, while reaffirming Aquaphor’s brand promise of therapeutic healing.
We then crafted a campaign aesthetic that perfectly complemented the language: a sun-kissed, dewy look, and a blue sky with tones that were carefully selected to blend harmoniously with the existing brand blue.
BRIEF
Develop creative assets (with a focus on e-comm, and paid digital) to support the launch of Aquaphor Lip Naturally Inspired (with 99% naturally derived ingredients) on digital to build awareness.
INSIGHT
In the Gen Z consumer mind, Aquaphor Lip products live at the intersection of self care and self expression. This is Aquaphor's chance to lean into the 'aesthetic lip care' trend
CONSIDERATIONS
Create a digital campaign for Aquaphor Lip Naturally Inspired, focusing on e-commerce. Extend the existing brand campaign by highlighting product efficacy and therapeutic benefits with beauty-centric visuals to build awareness.
On the eve of launch, legal stepped in with a curveball: they felt the use of “naturally” implied the product was all natural, rather than made with 99% naturally derived ingredients.
The fix?
Something truly inspired:
Something truly inspired:
Naturally inspired. Beautifully Hydrated.
Project Details
Client // Aquaphor
Agency // AMP
Year // 2024
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Agency // AMP
Year // 2024
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Team
CD // Liz Furze
ACD Art // Natalie Krakirian
ACD Copy // Christine Campbell
Art Director // Laura (Maier) Schultz
Agency Producer // Juliana Hong
Photographer Talent // Katie Thompson
Photographer Product // Casey Curry
ACD Art // Natalie Krakirian
ACD Copy // Christine Campbell
Art Director // Laura (Maier) Schultz
Agency Producer // Juliana Hong
Photographer Talent // Katie Thompson
Photographer Product // Casey Curry
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