ARBONNE
Second Nature Pressed Powder global campaign launch
The Challenge
Arbonne was preparing to launch Second Nature Pressed Powder Foundation on a global scale, with the goal of redefining beauty standards in a way that felt authentic, inclusive, and accessible. The challenge was to create a campaign that not only highlighted the innovative product itself but also resonated with a younger, more diverse audience. The messaging needed to move away from traditional beauty tropes and instead focus on encouraging women to feel confident and beautiful in their own skin, while still maintaining Arbonne’s clean and modern brand ethos.
Execution
The art direction was anchored in the product’s wide shade range and sleek, minimalist packaging, which naturally lent itself to a clean, modern aesthetic. Photography and video content emphasized natural beauty and diversity, placing real women front and center to reflect the inclusivity of the line. The creative direction leaned heavily into social-first content, designed for quick consumption and high shareability. Short, snappy copywriting paired with bold visuals created an approachable yet aspirational tone, aligning seamlessly with the lifestyle of a younger demographic while keeping Arbonne’s premium positioning intact.
The Result
The campaign successfully positioned Second Nature Pressed Powder Foundation as more than just a cosmetic product, it became a statement about inclusivity and self-expression. The modern, shade-driven creative resonated across global markets, sparking strong engagement on social platforms and drawing attention to Arbonne’s commitment to diversity. By focusing on authenticity and relatability, the launch not only generated excitement among existing customers but also expanded the brand’s reach into a younger, more diverse audience. The result was a campaign that elevated Arbonne’s presence in the competitive beauty landscape while strengthening its reputation as a brand that empowers women to feel comfortable and confident in their own skin.
Creative Direction:
Kristen Arimond
Design:
Gabrielle Kalus
Photography:
Angela Marklew