Philosophy, the inspirational line of women’s skin care, was transitioning into a global brand having been newly acquired by Coty. With distribution expanding into Europe and Asia the company needed an internationally recognizable image that would introduce the brand to entirely new markets and boost perceptions as an expert in the science of skin care. Propaganda was tapped to develop the new image.
The brand image was rooted in the concept of science meets inspiration and consumers responded on a deep emotional level to the uplifting expressions found on the packaging and advertising. Our challenges was to capture the essence of the emotional connection the brand enjoyed with consumers while presenting a more serious skin care benefit across the variety of products. The campaign needed to project the emotional connection while educating on the science and functional benefits of serious skincare.
The new “Storytelling” campaign focused on establishing the science and functional benefits of each product in a simple, in a way that maintained the focus on the inspirational essence of the expressions women found inspirational. The energy of the product use was visually represented in ways the also communicated the core product benefit. The campaign launched in all of the major women’s magazines throughout the US and corresponding retail channels across the globe.