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Challenge + Solution:
St. Ives has not developed unique assets to promote awareness of their skin cleansing products for quite some time. With sales on the decline and new, enticing packaging and claims to convey, the opportune moment had arrived for a comprehensive restaging of the St. Ives skin cleansing portfolio.

In conjunction with the launch of the revamped packaging, we introduced a fresh suite of assets featuring new talents and enhanced visual tailored to resonate with Genzenials. These assets capture the vibrant character of the St. Ives brand, emphasizing the new structure, claims, natural ingredients, and an overall sensorial experience. The primary objective is to generate awareness through compelling content that aligns with the brand's essence.

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Responsibilities: Concept
Art Direction
Design Direction

Creative director:
Roxanne White

Copywriter:
Sara Molina

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