The Brief:

RoC set their sights on a re-launch of their skincare regimens to draw on brand authority while updating their creative assets. The goal was clear, refresh brand positioning with clear problem/solution customer journey front and center to relaunch this legacy retinol brand toward a more youthful demographic for .com and all properties RoC is sold.

The Goods:

I created three new regimen video scripts, storyboards and co-directed talent alongside TAG Creative to create how-to videos from which nine micro-videos were created to highlight each step in the new three step regimens. I also developed copy for four skincare education blog articles with supporting infographics. Finally, I co-created an online questionnaire style diagnostic tool alongside the RoC team to aid in customer journey and product prescription.

The Result:

The education bolstered the total brand refresh on all properties and led to higher sales and conversions for customers entering the retinol marketplace and legacy users alike. The path to purchase was much more clear while assets to support the purchase led consumers to ease of use and adoption of an entire regimen as opposed to one-off purchases.