Challenge + Solution:
St. Ives is widely recognized and loved as a scrub brand. However, with the introduction of daily cleansers, moisturizers, and upcoming acne treatments, there's a need to redefine St. Ives' positioning.
Our concept, "My skin wants...," originated from a deep exploration of the varied needs of different skin types. Whether it's thirsting for hydration one day or seeking acne control the next, St. Ives' face care range is carefully designed to be mixed and matched, catering to the constantly changing requirements of every skin type. Our aim is to create a delightful and uncomplicated routine, ensuring that everyone can easily commit to it for radiant skin every day: Cleanse, Treat, Hydrate, Repeat!
Responsibilities:
Concept
Art Direction
Design Direction
Creative director:
Roxanne White
Copywriter:
Sara Molina
