Curel

Instead of the usual dry skin story, this digital-first campaign found a more insightful way in – what you miss out on because of dry skin. For the first brand campaign in Curél’s history, we started with a fresh look and feel, tone of voice and tagline…"The end of dry skin. The beginning of so much more." This idea was brought to life by a central creative asset – a web series called “Break the Rules of Dry Skin” with three key influencers and the credibility of a dermatologist. Curél HydraTherapy helped each woman enjoy the “so much more” they missed as dry skin sufferers.