ChapStick
My role
Creative Direction, Campaign Ideation, Copy Development & Execution
Industry
Beauty, Healthcare
For over 125 years, ChapStick has been America’s favorite lip balm. But recently, the brand expanded their product line to promote beauty beyond just healing chapped lips. Eager to break into the beauty space without losing their heritage in healthcare, ChapStick tasked us with repositioning their brand across social, OLV, website, e-commerce, digital, influencer and eCRM. To do this, we had to use high contrast, bold and premium designs, highlight RTBs that mattered (like trending and natural ingredients), cue desire by integrating ChapStick into aspirational lifestyle moments and incorporate more model content shots into stylized product photography. We went on to launch the brand’s DTC e-commerce site and developed the “Beauty Confessions” quiz. For our work, we won 2 Gold SMARTIES North America Awards and helped secure the brand’s launch at Ulta, which earned $1.9M in sales in 6 months along with a $20 upsell of new premium products to beauty consumers. Fun fact: I (and a teammate) co-developed ChapStick’s 2021 national ad campaign, “It’s On,” which they then took to another agency. COOL. Don’t worry: there’s a sneak peek below.
Check out the goods...
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