Creative Concept, Casting, Art Direction, Prop Styling

Soothe, purify, and refresh your skin with Garnier’s new formulas made with Rose Water, Green Tea, and Aloe Juice. 96% naturally-derived skincare formulated with no parabens, no silicones, no dyes, and no sulfates. To launch their natural skincare line, Garnier desired a campaign that was youthful, fun, and relevant to a Millennial target, while standing out in a competitive market saturated with greenwashing. I created a multifaceted creative plan to establish the line in an eye-catching, digital-first way, while respecting the integral natural ingredients. Creative focus was to celebrate the natural ingredients, but to treat them in a modern, pop art approach, to keep things feeling fresh and modern. I looked to social media trends, tapping into trending holographic and mermaid vibes to create a suite of product shots, lifestyle images, stopmotions, gifs, and short videos. For casting and wardrobe, I created a visual reference to the nearly-natural concept, selecting a group of girls with more edge than the usual Garnier girl, accenting their personalities with a modern and trend-conscious styling of sequins, shredded denims, and pastel tones.

Photographer Lena Nicholson

Props & Wardrobe Cara Eisel

Production Starr Media

Agency Annex88