The Challenge
Vitamin C + E+ Ferulic Acid is a holy grail skincare product with perks like brightening and tightening dull skin and reducing fine lines and wrinkles.
Skincare fans love Vitamin C serum, but the most effective version is $182 a bottle.
Until now. Because e.l.f. SKIN’s Bright Icon Vitamin C has the same formula as the pricey version, but it’s only $17.
To announce this big news, we came up with a bold, culture-first campaign to tell people they could get skincare’s most coveted serum without breaking the bank.
The Insight
Gen Z loves a good dupe and tend to choose quality products over brand names.
So we decided to take a term Gen Z knows and loves and use it to have some fun with a luxury category known for exclusivity: prestige credit cards.
All to show that you don’t have to pay a premium to secure the perks that come with having bright, beautiful skin…
The Solution
Introducing The Face Card
e.l.f. SKIN’s Vitamin C gives you unlimited access to radiant skin—without the exclusivity and hidden fees. Apply it now to get a face card that never declines.
This was e.l.f. SKIN’s biggest campaign of the year—and the brand’s first product-focused television commercial.
In addition to the above-the-line work, we created a suite of credit card mailers with real Face Cards inside. The mailer included all the perks of using the serum, along with custom codes recipients could redeem for a free bottle of Vitamin C.
Our multi-channel, global campaign included TV, retail, digital—and everything from social and retail takeovers to promotions and giveaways.
The Results
- 123TK
- 123TK
- 123TK
