Obagi Medical is a 30-year leader in the physician-dispensed skin care industry. Sephora recognized a gap in their portfolio and approached the company to introduce this brand direct to consumers for the first time. The Brand Terminal was brought on to help ensure a successful launch, which meant creating a lifestyle brand relevant to consumers at Sephora while maintaining the strong medical brand heritage. Building on the insight that Millennial beauty consumers want the most of life and want impactful beauty products, we created a campaign around the idea of "High-Impact." We created a visual world that is clean, clinical and science-based while adding in consumer assets that show product efficacy with beautiful macro skin photography. In addition, we created sexy science content! We have fun and modern "how-to" videos along with ingredient videos where we elevate the Obagi head of research and development to a spokesperson who explains the unique formulas and benefits in a credible, but approachable manner.
ROLE: STRATEGY / CREATIVE / BRANDING / CAMPAIGN IDEA / DIGITAL / SOCIAL / MARKETING PLAN