Project 02

After the launch of NewAge’s new skincare line, Lucim™, we needed to introduce two new cosmetic products as an extension of the brand that did not fall directly under the skincare category. Thus, Lucim™+ was born.

The idea behind the Lucim™+ name was that these cosmetics were designed to be used in addition to your skincare routine, not in place of. The plus sign illudes to that concept.

Along with the name, our in-house creative team developed a custom style guide specific to Lucim™+ without departing too far from the core look and feel of Lucim™. We then developed all marketing materials needed to support this global product launch featuring the tagline, “Be Extra”.

My primary role in this campaign was to develop our communication plan and work alongside our Senior Director of Marketing + Creative to craft the copy featured throughout the campaign. Assets we developed to support this campaign include promotional video content, brand photography, product information sheets, blog posts, internal communication emails and social media posts.