JUVÉDERM • BRAND GUIDELINES & CAMPAIGN
Juvéderm posed a trio of big, beautiful challenges. (1) Elevate the brand through a rejuvenated platform, (2) create a campaign concept with broad appeal and (3) provide a global playbook for marketing teams around the world to follow.
It was an incredible collaboration: with client and strategy, I wrote the brand personality and tone of voice guidelines; with creative direction, I positioned the brand as ‘Beauty that makes you, you’ and crafted the brand manifesto; with production and director, I created 3 leading ladies, each featuring in their own 60” spot, 15+ social versions and 68 images; and with junior creative support, we fulfilled over 100 lines of social copy.
Below, you’ll find a couple of examples. For the full suite or to hear more, please get in touch.
•••
A TOUCH OF TOV
SOPHISTICATED
DO… Choose your words wisely. Write intelligently and articulately. Keep sentences sharp and simple. Write well-crafted, elegant copy that flows naturally.
DO NOT... Rush, alienate or overcomplicate.
SOPHISTICATED
PLAYFUL
DO... Speak with optimism and charisma. Keep it light. Make people smile with your words.
DO NOT... Make the brand or our consumers look silly. Never make jokes at other people’s expense.
VALUES
ASSURED
DO... Keep it simple – this reflects confidence and contentness in what you are saying. Recognise our position as global leader.
DO NOT... Boast or scramble to prove anything.
SOCIAL COPY SAMPLES
MESSAGE: FACIAL CONTOURING
Enhance the natural contour of your cheeks and find fullness with our facial fillers.
SOPHISTICATED
MESSAGE: LEADING BRAND
From glowy complexions to sculpted profiles, our collection of gels are designed to deliver perfect results.
VALUES
MESSAGE: SMOOTHER COMPLEXION
Fall in love with the feel of your skin all over again, with our deep-line smoothing hydration.
Post copy: Discover beauty that makes you, you.
Post copy: From your Cupid's bow to your natural pout, volumise your lipline with Juvéderm.
Post copy: Beauty is personal, so our treatment plans are too.
Post copy: With a more defined jawline, it'll be hard to choose your best angle.
Post copy: Juvéderm harmonises with your skin, reducing fine lines and revealing a smoother complexion.