“Clean beauty” is a trending term in the beauty industry—more and more consumers are looking for beauty and skincare products with more natural ingredients. Priori recognized the growing consumer demand for these products, and saw an opportunity to expand the reach of their product offerings and respond to customer needs. On the heels of our campaign design work for Priori Skincare’s sunscreen launch, they returned to us to design a campaign to launch this new line, Priori Naturals.
Our primary challenge was to design a campaign for a natural product that did not follow the expected path of most organic/botanical brands—that softly lit, neutrally toned, “slow movement” style of visuals. We wanted this campaign to feel fresh and to highlight the different product ingredients. Ultimately, we really wanted to retain a feeling of luxury with this campaign, so we went with a direction that emphasized “clean” and “soothing” messaging over “organic.”
Our Visual Approach
We opted to work with 3D design to build a brighter, more dramatic visual style. “Energy” is a word the client continued to return to, and so we drew our inspiration from organic shapes and movements that occur in nature. We worked that movement into some of the more atmospheric elements of our 3D visuals. Instead of photographing the natural ingredients, 3D allowed us to manipulate them and punch up some of that sharpness you can see in the other textural elements.
Take a look through our process from concepting through our final visuals below.
Priori Naturals Campaign: Moodboard
Priori Naturals Campaign: Initial Concepts and Sketches
We executed this concept across a suite of items, including general campaign assets, a landing page, email, and social media. We found the final 3D designs to actually be highly successful especially on social, with a 120% increase in engagement per post.
Priori Naturals Campaign: Landing Page and Campaign Assets
Priori Naturals Campaign: Influencer Campaign
We also created and managed an influencer campaign to support the launch. We worked with influencers from across the beauty space to create original content and get their followers excited to try Priori’s new line.