Build a luxury Italian skincare collection from scratch
Task
An Italian entrepreneur wanted to create all-natural products for mature and sun-damaged skin using ingredients inspired by her grandmother’s beauty routines. The goal was to create high-performing products with premium packaging and a luxurious feel.
With a focus on clean beauty rooted in the wisdom of ancient Mediterranean traditions, I created language that reflected a new self-care system designed to address concerns naturally and ethically.
The brand is targeted toward consumers aged 35 and up and aims to offer a mindful approach to skincare that includes earth-derived actives that radically improve skin’s condition and appearance.
My job was to convince a brand-new audience that the products create a more youthful appearance without using words related to age, anti-aging, or mature skin. Creating a lexicon for this was challenging and forced a more creative approach to the language and ethos of the brand.
The Result
We got to work defining the brand’s spirit. With the launch of a new site and eleven products, we began to tell the story with names and launch campaigns. The site features quippy, confident headlines and product stories that sound like the voice of an Italian movie star on summer vacation—cool, confident, full of sexy secrets.
Project Roles
Creative Direction
Product Naming
Packaging Copy
Website Copy
Brand Platform
Corporate Materials
Developed and led social content for launch and 90-day roll-out
Creative Direction and casting for launch campaign and product shoots
