OVERVIEW

It’s Vitamin C, so why not just advertise with an orange? Well, little-known secret: while Vitamin C is applauded for being great for skin, its freshness greatly impacts the ability to deliver at its full de-aging potential. That’s why Clinique developed extraordinary packaging that isolates pure Vitamin C until activation, maintaining its freshness and full power for maximum results. It’s also what drove the unique positioning of “fresh means power,” and a message that spoke to clients tired of waiting for younger-looking skin. Pow! De-Aging, for the impatient.

ROLE

Copy Lead responsible for positioning, ideation, ad copy, visual merchandising. See full project credits.