Taking off filters online and IRL.
CLIENT
HydroSilk (Edgewell)
AGENCY
MullenLowe
ROLE
Creative Director
PROJECT SCOPE
Social + Digital Campaign, Educational Social Content, Influencer Program, Retail
PHOTOGRAPHER/DIRECTOOR
Nicolas Kantor
When Hydro Silk was getting ready to launch their first dermaplaning wand, they tasked us to introduce a new generation of beauty enthusiasts to the benefits of facial shaving for women — dermaplaning.
We knew our Gen Z target was already embracing natural beauty, authenticity and shedding the heavy filters on social media. So, we created “You, Unfiltered” — a campaign that introduces HydroSilk as a tool that lets her remove the physical filters over her skin like peach fuzz and dead skin, to reveal even more of her glowing, beautiful self.
When Hydro Silk was getting ready to launch their first dermaplaning wand, they tasked us to introduce a new generation of beauty enthusiasts to the benefits of facial shaving for women — dermaplaning.
We knew our Gen Z target was already embracing natural beauty, authenticity and shedding the heavy filters on social media. So, we created “You, Unfiltered” — a campaign that introduces HydroSilk as a tool that lets her remove the physical filters over her skin like peach fuzz and dead skin, to reveal even more of her glowing, beautiful self.
3 touch-points, 1 cohesive story.
INFLUENCER
We partnered with two micro influencers — Ash & Delina — for still & video content to kick off the campaign on Instagram and TikTok. To educate, we tapped beauty guru Susan Yara and created long form content for YouTube.
SOCIAL MEDIA
We created bite-size videos, GIPHYs and still imagery to educate, inspire and demonstrate the ease of use the product.
RETAIL
We optimized all content for in-store and digital retail to drive consumers to purchase.
Results?
Sold out on Amazon 24 hours after going live.
Top Selling Launch in Edgewell’s hair removal history.