In the 1990’s, Alpha Skin Care (formerly Alpha Hydrox) experienced unbridled success and growth by bringing to market a single active ingredient for aging skin. However, as more copycats entered the market, the brand strength waned. The Alpha Hydrox brand lay dormant for two decades. The company recently focused on creating new packaging but needed a creative campaign to reinvigorate support from existing users and introduce the brand to a new wave of skin care consumers.
WHAT WE DID
Working together with the Alpha Skin Care teams, BrandJuice cultivated a series of strategic campaign concepts that were rooted in the brand’s positioning. Three unique directions were unearthed from emotional benefits the brand and product line delivered upon. Ultimately a final concept was selected—one that epitomized the strong, yet graceful “Alpha woman”.
Following a custom photo shoot in Los Angeles, creative was taken into design and brought to life in a national campaign. The final content reached a wide breadth of target consumers across the digital sphere, engaging them with the brand. Ultimately, the work exceeded what the client anticipated as the return on their investment. The outreach helped open the door to new retail partnerships and exponentially increased brand awareness.