Objective
Launch the Citrus Reset cleanser as the first product in a new daytime line. Campaign must feel sun-warmed without slipping into wellness clichés.
Audience
Skincare-fluent women 28–45 buying direct
Deliverables
- Hero campaign image (3 setups)
- Product packaging refresh
- Email sequence design (6)
- Instagram launch grid (12 tiles)
Brand voice
Sun-warmedQuietly fluentNot precious
Timeline
- KickoffApr 22
- DiscoveryApr 30
- Round 1May 09
- Round 2NowMay 18
- Final hand-offMay 25