SKINLONGEVITY BY BAREMINERALS
Changing the conversation around anti-aging skin products through an international digital campaign
bareMinerals didn’t like the negative connotations of products focused on anti-aging. They wanted to use the launch of their aging specific skin care product, SkinLongevity, to tell a more positive story. As constant beauty industry convention challengers, bareMinerals chose JWALK to lead this creative coup in recognition of our shared passion for going against the grain.
In keeping with our dedication to a design-first aesthetic, we executed on a cinematic black and white video - with only the key product ingredient in color, to emphasize the unique feature of the product. A series of dynamic banner ads invited people to discover the patented ingredient of Long Life Herb and learn how SkinLongevity stood out from existing products in the ‘anti-aging’ space. The diverse selection of banner ads allowed for the simple and effective dissemination of several key product stories (innovation, ingredients, and ritual) which in turn ensured the messaging would reach a wide consumer base, and catapult the product to #1.
Additionally, we put together a publicity video on Okinawa, where Long Life Herb comes from, to add depth and authenticity to the truly healing capabilities of SkinLongevity. Through fresh, direct, and clear creative, JWALK succeeded in pivoting the conversation from anti-aging to one with a more positive message about longevity and healthy skin. The simplistic approach stood out in the cluttered category known for flash or sap.
After the launch of SkinLongevity in December 2015, it shot to the top of the industry, becoming the #1 skincare launch in the United States. Beating out top competitors such as Clinique, Estee Lauder, Too Faced, and Lancome, it dominated in unit sales with the closest competitor trailing by nearly 14,000 units sold. It also reached a #1 ranking amongst all age specialist launches, leading unit sales by over 26,000 and coming in above Estee Lauder, Lancome, La Mer, and Clinique.