CUROLOGY / PRODUCT LAUNCHES
CARING FOR YOUR CANVAS
As Curology was looking to expand their product portfolio to include more non-prescription, everyday skincare essentials, our product team recognized that even though 58% of customers were wearing makeup 2-7x per week and religiously following skincare and beauty content, 60% weren’t using makeup removers. And so, they developed the Micellar Makeup Remover—and tasked our team with helping develop a campaign to support the launch.
Inspired by our consumer’s natural interest in beauty-centric content, we developed a concept that leveraged eye-catching visuals and makeup-esque language typically found in the beauty space by demonstrating how our new Micellar Makeup Remover can wipe your canvas clean—regardless of how heavy-duty or waterproof the product—while also gently caring for your senstive, acne-prone skin.
Role:
Copywriting
Setting the Tone
As always, we started with a concept, moodboard, and manifesto to ground the work and ensure the concept would align to our insight.
Here’s the harsh reality: most makeup removers don’t care about your skin. Their goal is to strip off your makeup, no matter the cost to your skin.
Isn’t it time to reimagine makeup removers entirely and ditch your mother’s makeup remover for good? Curology thinks so.
That’s why our dermatologists created the Micellar Makeup Remover—an ultra-hydrating, ultra-gentle formula that lifts away stubborn and waterproof makeup, while actually soothing and caring for your sensitive, acne-prone skin.
Because when you’ve got a clean, cared-for canvas, you’ll have the confidence to rock any makeup look.
During the photoshoot, we captured videos and photos in our typical photo style, as well as a film style—to help bring out the depth and color of the makeup looks. We then leveraged these assets across channels, specifically lifecycle (email) and social, as well the user experience (insert, unboxing, etc).
Team
Creative Director: Martin Sanchez
Senior Art Director: Nastacia Chubinsky
Senior Copywriter: Scotty Mendlinger
Featured Work
Designer: Rebecca Fong
Producer: Sasha Riddle