For this campaign, my creative team understood the various assumptions regarding the apparent skincare hacks that surrounded the skin care industry. We played into this and exposed the wide range of hacks that were in fact, myths. With this, we pointed the TA towards personalized skincare products which would benefit their day-to-day skincare routines.

Strategy Statement: Skincare hacks aren't designed to work for everyone. Instead, trust products that are personalized to you.

Key Message: Apostrophe uses ingredients that are scientifically proven to be effective and not harmful.

Target Audience: 18- 30 yr olds who are learning about their skin and how to take care of it. Constantly exposed to various sources that give them recommendations, tips, and unconfirmed information. Living hectic lives with constant responsibilities, perhaps don't have the time or disposable income to schedule with a dermatologist.