CUROLOGY / RETAIL LAUNCH
INTRODUCING A NEW HOME FOR HEALTHY SKIN
After a decade as a teledermatology startup, Curology was planning a late 2022 retail launch at Target. Running parallel with the completion of our brand identity, the team put together a full-funnel campaign that blended our digital-first foundation with the credibility needed to go head-to-head on shelf with the skincare behemoths, in a $22B category.
Together with a mid-year retargeting creative also developed by our creative brand team, we exceeded retail revenue halfway through the year and closed 2023 as Target’s #1 skincare launch in the US.
Role:
Copywriting
Creative Direction
Video Direction
Our team partnered with Target’s internal creative team to develop a brand page that existed within our new brand identity, while also following the rules and boundaries of Target’s own identity.
Each product page was a blend of our cool-meets-credible aesthetic. Clean photography was paired with how-to videos featuring bright Curology providers and external content creators—showcasing both our influencer roots and dermatological DNA.
Team
Creative Director: Martin Sanchez
Senior Art Director: Nas Chubinsky
Director Assistant & Editor: Cyrus Tebar
Designers: Donnah Perez, Diana Mora
Executive Producer: Dana Ross
Producers: Sasha Riddle, Anju Purushot
Featured Work
Copywriter: Rachel Amoroso
Editor: Kerstye Kau