JOAH Beauty

Retro Pastel Eyeliner Launch

April 2022

W[change] - based on the insight that retro looks were t

HERO VIDEO ADS

I developed six scripts for each product of the collection, as well as two hero videos to excite consumers across Instagram, Facebook, Tik Tok & Youtube. The scripts are designed to give Gen Z- Young Millennial consumers a calming feel, while still giving the brand an effortless and playful personality.

Hero Video

Cleanser Video

Primer Video

Toner Pad Video

Spot Patch Video

Collection Video

SOCIAL MEDIA

To gain excitement on the JOAH social pages, we launched with a complete takeover. I crafted copy to appeal to a 20-33 year-old-target.

WEBSITE

To create stopping power on the website, we launched a homepage takeover focusing on the collection's power to reboot skin and the credibility of the centella asiatica plant. Additionally, product pages were created with educational information about the skincare ingredient benefits.

EMAIL

Email messaging focuses on direct benefits and before & afters, while still bringing in the brand personality, to entice consumers to click through.

PRODUCT PACKAGING

The collection is sold at both retail and e-commerce, so it is important copy on the packaging not only is educational, but stands out from the competition by using enticing descriptors and showcasing the brand personality.