Rodan + Fields, America’s number one premium skincare brand, launched RECHARGE, one of their most ground-breaking skin regimes to date, in late 2019. RECHARGE targeted a young millennial audience, a notoriously fickle, choice-overwhelmed and digitally sophisticated demographic.
CULT, a specialist in new-gen, Gen-Z and millennial consumers were hired to oversee the creative campaign, which they cast and shot entirely using the core audience, both on and off set. Having the campaign’s whole team comprised of millennials delivered an authentic aesthetic, narrative and resonance to the final creative.
The dynamic social content campaign included a hero film that was showcased live at the Superbowl of Skincare – the annual Rodan + Fields Convention in Nashville to 18,000 Consultants. The RECHARGE campaign had an extensive digital asset focus to be used for Rodan + Fields primary social channels and by their global consultants, which all showcased the product innovation, texture and results.
The two-month RECHARGE campaign generated record results for Rodan + Fields with over 600k in organic reach, an Instagram AER +714% higher than the beauty benchmark and 172,000 organic views of the video. The RECHARGE video became Rodan + Fields’ 4th highest performing video of all time on social and lead to record sales across the business.
“Beauty brands must now connect with a newly remote, gender-fluid, choice-overwhelmed, fickle audience whilst balancing on constantly evolving digital platforms and using technology to replace physical senses. With almost 40% of adults aged 18-22 showing an interest in gender-neutral beauty products, this is the future”, said Karl Velasco, associate creative director, CULT.
Cat Turner, co founder and global CCO, CULT, added: “Having worked closely with Rodan + Fields over the years, and with several projects for 2020 underway, its been essential for us to adapt and evolve to the new beauty standards. With digital-first consumer interactions becoming paramount, creativity and technology are fast evolving to drive community engagement and brand affinity. However authentic human stories remain at the heart of everything that we do.”