Agency Eye Formula — Nicole Jahns

AGENCY / PRODUCT LAUNCH + IDENTITY

DARING THE WORLD TO STARE

Agency skincare was launching a new prescription, personalized formula to their lineup designed specifically for the delicate under-eye area. Our creative team was tasked with developing a campaign “creative wrapper” for the Eye Formula launch that leveraged the refreshed strategy and persona (which our team established earlier in the year) to make a splash in the eye cream category, across channels.

Utilizing the UX toolkit and social and lifecycle (email) assets built by our team, Agency soft launched in January 2024 on email and social to explosive success: doubled engagement rates, nearly 50 new subscribers, and above-forecasted revenue numbers—in only 1 month.

Role:
Copywriting
Creative Direction

Setting the Tone

As always, we worked on fleshed out different conceptual territories, before aligning to one with stakeholders. We then grounded the campaign in a manifesto and moodboard, to help inform the assets.

Everyone loves to observe women. Loves to connect with them by dissecting and reciting their perceived flaws, especially around the eyes: you look tired, you look sad, you look worn out.

You know what? Let them.

Let them ogle, observe, digest.

You’ve got nothing to hide, with Eye Formula by Agency—designed to brighten, smooth, and keep the focus on things far more interesting than your eye area.

Toolkit
Developed primarily for our external UX partners, the toolkit would give specificity to how we recommended leveraging the Agency Brand Identity and Eye Formula photography in a way that reflected the creative campaign.