JULIA REED
Brand Copywriter
JOAH Beauty
Golden Daze
Sunless Tanning Butter Launch
June 2022
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In order to gain excitement for JOAH's new Sunless Tanning Butter, I leaned into the insight that our consumers want to see authentic people using products - not photoshopped models. This led me to concept the "Don't Skip the Butter" campaign, designed to inspire people to confidently show off the skin they're in, with the help of our skincare-infused self tanner.
To bring the campaign to life, we worked with a body-positivity influencer to be the face of the launch, used only real JOAH employees to be the models, and focused copy around confidence-boosting and body-positivity.
CAMPAIGN CONCEPT
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I put together a concept brief with positioning to sell in the idea to the larger team, and inform the creative execution.
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HERO VIDEO
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I developed the video concept and copy for our hero video to capture attention through paid social media ads.
Campaign Assets
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To bring attention to the tanning butter, we developed banners for the homepage and a PR post card mailed out to press and influencers.
SOCIAL MEDIA
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To gain excitement on the JOAH social pages, we launched with a complete takeover. I crafted copy to appeal to a 20-33 year-old-target.
PRODUCT PAGE
Product page copy was designed to be uplifting, playful and educational about all our key benefits.
EMAILS
Email messaging tapped into the playful summer vibes and the glowing skin trend.
EMAIL 2
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