Instead of the usual dry skin story, we found a more insightful way into this campaign – 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." We used influencers who were known dry skin sufferers, created videos of their lives with dry skin, and enrolled them in sharing their brand experience through blog and social posts.

Two months after campaign launch, completed views of the videos far exceeded expectations. Sales results were even more impressive, out-performing a competitor launch.