Bio-oil: "Redefine Your Confidence"
Advertising ~ Illustration ~ Brand elevation ~ Social media ~ Integrated campaign
Bio-Oil is a skincare product- a scar tissue oil claimed to reduce the appearance of stretchmarks and scars. The brief was to enhance the brand image, inform and encourage the target audience to an action, increase customers and encourage participation across a broad spectrum of media. The campaign name is “Redefine Your Confidence”
Problem identified, was the target audience, women aged 16-20, is a statistically self-conscious market, due to their high social media use. This age group also experiences the most physical changes, often leading to insecurity, low self-esteem and even depression. The objective is to encourage self-love and personal empowerment by celebrating so-called skin imperfections as natural and a sign of growth; for the audience to see their marks or scars as art rather than something to get rid of and to celebrate diversity in women and disregard the ideal beauty standards and pressure young women face. Marks and scars show that you are REAL.
The illustration style is flat with a subtle pink tone to emphasis femininity, with a handwritten typeface for a friendly youthful mood.
This project achieved a Loeries Award Finalist.
Campaign: Redefine your confidence
Social media posts to encourage the audience to share their story, using the hashtag.
Merchandise: T-shirts
Merchandise: Caps
