The Smarter Retinol

The global retinol market is valued at $1.33 billion in 2022 and is projected to reach $2.3 billion by 2028. Pretty competitive we would say. So when Elizabeth Arden charged us with creating a campaign for its Retinol + HPI Ceramide Capsules, we knew we needed to uncover an insight that would change the retinol game.

We found it.

Through research, we discovered a critical gap in our consumer’s understanding about retinol stability. Our target was not aware that traditional retinol begins to degrade the moment you open the bottle, making it substantially less effective. But Elizabeth Arden’s Retinol capsules are sealed to protect them from light and air, so they are always at their maximum potency.

We launched “The Smarter Retinol” to raise awareness of this truth through a simple metaphor: A decaying apple.

Six Seconds to Change the Face of Retinol

Six seconds is just long enough to let our apple do its not-so-pretty thing in an oh-so-memorable way.