Brand Proposition | Copy Development | Art Direction | Video & Photo Shoot | Social Content
Background
L'Occitane en Provence set out to deepen its connection with Gen Z by reimagining RESET, its flagship skincare serum, as more than just a beauty product.
The campaign aimed to position RESET as an essential lifestyle that promotes overall well-being, highlighting the serum's natural ingredients, sustainability, and credibility, all core values for Gen Z.
Insight
Gen Z prioritizes holistic well-being, seeking products that enhance their mental, physical, and emotional health while fitting seamlessly into their fast-paced lives.
They crave quick, practical solutions that integrate effortlessly into their daily routines.
Strategy
Our goal is to redefine "RESET" as a daily ritual and mindset that Gen Z can adopt anytime, anywhere as part of their overall well-being journey.
We aim to showcase small moments of "RESET" and position the serum as more than just skincare, but also as a tool for mental wellness and a catalyst for self-care throughout the day.
The task is to create an association between using the RESET serum and "RESET" moments as a regular ritual.
Idea
“RESET your day, your mind, and your skin—anytime, anywhere.”
Execution
The campaign unfolded across multiple channels, ensuring a consistent and impactful message.
Awareness: 30-Second Thematic Video
We showcased friends embracing their RESET moments to establish a strong association with RESET as a lifestyle ritual. This visual narrative emphasized positivity, natural wellness practices, and taking time to reset, resonating deeply with Gen Z.
Consideration: 6-Second RESET Moments
We produced 12 six-second video clips highlighting the versatility of the RESET serum, demonstrating how it can be easily incorporated into any moment in life.
These ads were shown as frequent reminders during the marketing funnel's consideration stage, optimised for different times of the day and targeting specific moments.
Social Media Storytelling
We harnessed the power of Instagram through targeted posts, stories, and influencer partnerships, igniting engagement with the Gen Z audience. The #RESET hashtag sparked a wave of excitement, uniting an online community around the #RESET lifestyle.
Most importantly, we curated a compelling visual asset library for the brand's official Instagram profiles and the three spokespersons, empowering them to create captivating IG Stories and Posts. Throughout the launch and shop promotion, we weaved together authentic RESET lifestyle narratives, breathing life into the brand.
RESET Visual Asset Library
