Objective:

Honest was launching a new volumizing mascara and needed to give consumers a clear reason to choose it over other mascaras — while also distinguishing it from the brand's existing lengthening mascara.

Solution:

We centered the launch around what made the product different: a blue primer designed to make the black pigment look more intense. I helped turn the product's clinical data and unique formula into simple, consumer-friendly messaging across the campaign, while giving Volume and Length two distinct reasons to buy.