Creative Art and Design Direction
Jafra Royal
OBJECTIVE:
Design and produce the Jafra Royal campaign to introduce the new premium offering and reinvigorate the brand.
STRATEGY:
- Differentiate amongst a saturated beauty market of overly contoured, bold make-up by offering an approachable, clean and timeless look via clean makeup, black & white photography with gold accents
- Provide messaging that expressed confidence and optimism, highlighting the revitalizing benefits of the Royal Jelly ingredient
BRAND PERSONA
Vibrant, confident and with a passion for life that touches everyone around her. She knows that her power comes from within: that health and vitality give her freedom to live life to the fullest and to contribute meaningfully to her family, community and even the world. Authentic and individual, she chooses to enhance the way she looks and feels. She connects emotionally with brands and values premium, naturally derived products that deliver scientifically
proven, powerful benefits.
