Brief Elevate Belif's creative social strategy
Role Creative Social Strategy, Brand Strategy, Copywriting, Art Direction
Status Conceptual Pitch; not produced due to a last minute decision to retain their current visual identity (using youthful illustrations and palette)
Sister brand to current client, VDL Cosmetics, Belif is the cult hydration skincare line by LG Household & Healthcare. Inheriting renowned medical herbalist Duncan Napier’s centuries-old apothecary legacy, Belif creates high performance formulas with unique textures. Being established in the US for some time, their US feed boasted the highest engagement compared to all its K-Beauty competitors.
Despite its high engagement, its visual direction lacked a certain aesthetic that would appeal to a US millennial and gen z audience. Its juxtaposition of bold visuals to childlike illustrations led to an an unclear brand message. With the Art Director's guidance, I developed the visual direction for its social feed and activations that would create a tighter brand message, and elevate its aesthetic to be on-parr with creative competitors like Dr. Jart.
* Some images featured in this presentation are not original and were not used for commercial purposes.