Content & Campaign Strategy

Brand:

Tinted SPF Launch - Primally Pure

The Brief:

Primally Pure was expanding beyond skincare into SPF and color with two new products designed to simplify the everyday beauty routine. The opportunity was to introduce this new category in a way that felt distinctly Primally Pure while reaching both existing customers and a new, makeup-adjacent audience.

My Role:

Partnered with the Creative Director to shape the overarching campaign concept, then owned the social execution — independently shooting, producing, and designing lo-fi, organic, and paid creative for launch.

The Approach:

Organic Social

I built the organic strategy around lo-fi, native-feeling content designed to make the product feel real on social. From teaser through launch, the focus stayed on real skin, real glow, and showing exactly how the color looked once it was on.

Story Series:

On the Grid:

Paid Creative

While organic leaned lo-fi and native, paid took a more message-led approach. I built creative around distinct customer motivations — shade range, skin-first ingredients, social proof, and simplicity — giving us multiple angles to test while keeping the campaign world consistent.

UGC-Style Content

To bridge the gap between campaign creative and real-world use, I shot lo-fi content that showed the products on actual skin — keeping it casual enough to feel native while still connected to the larger campaign.

PR Box

I extended the campaign world into the influencer experience, designing a PR mailer that carried the same farm-inspired story from social into a physical touchpoint built to be opened, shared, and posted.

E-Commerce

The campaign story continued through the point of purchase, translating the visual language into product education around shade, finish, ingredients, and benefits.

Tinted Lip + Cheek