A key objective identified by Peace Outs leadership in early 2024 was the need & desire to update the brands tone, look and feel while remaining true to the brands core audience. To complete this, I partnered with the CMO & marketing team to develop an evolution of the brand's presence culminating in the Oil Control Roller campaign bringing those changes to life in unison.
Upon its inception in 2016, Peace Out was designed to be fun, simple, bold and attractive to a younger audience. The initial branding was simple but unique, used a pastel color pallette and valued to-the-point skin positive messaging; all of which helped garner a loyal audience.
With the increase in product variety created the need to cater to a more diverse audience requiring a shift in presentation. It was now necessary to engage with both younger generations dealing with acne and older generations looking to reduce signs of aging.
As teams discussed the diversity of our consumers, one thing that remained consistent was the desire to be confident in their skin. While skin confidence was an ideal the brand was built on, it seems as though over time this message was diluted to the concept of a joyful skincare experience. This created a totally different tone for the brand making it feel increasingly less mature.
The solution developed was to begin shifting away from 'skincare is so fun' imagery and instead focus on lifestyle visuals depicting models looking bold and confident in their skin. This lifestyle personification is something we found resonated with generation Z, is aspirational to generation A and mature enough to connect with older consumers.
Old & new elements were gradually implemented as the brand pushed towards a return to form. Less photography of models smiling and more enticing seductive gazes. Less artificial laughs and more below eye level camera work invoking a sense of importance. Less skincare fun for fun's sake and more skin textures and sensorial experiences.
For the Oil Control Roller, not only could we focus on beauty & confidence, but with the instant benefit of the product we could really lean into the product efficacy as well. The combination of the fun, saturated, electric blue, aspirational imagery, and visuals of a satisfyingly simple skincare solution; Peace Out now had all of the elements needed for creative campaign that could meet the contemporary needs of the brand.