THE CHALLENGE

Develop a campaign to launch the new Resurfacing Vitamin C Cleansing Bar that expands the concept “Raise the Bar” and leverages the brand’s earned reputation, expertise and community to first, grow awareness of Urban Skin Rx and attract new customers among millennial Black women. Second, showcase the bar as the ultimate multitasker – addressing all of the most common skincare concerns among Black women in one step. And finally, position the product as an “upgrade” cleanser, with high levels of active ingredients that produce clinical-level results from home.

THE ANSWER

Raise the Bar is about elevating the skin care experience for Black women. It’s about centering their voices. Black women want to support brands that support them, understand their experience and provide tangible solutions to their needs. As the first cleanser in the Pro Strength Collection, the Resurfacing Vitamin C Cleansing Bar is here to Raise the Bar by making a clinical-level treatment for the most common skin care concerns accessible through one product — from home.

With the launch of the Resurfacing Vitamin C Cleansing Bar, Urban Skin Rx not only covers their most basic skin care needs, it raises the bar to meet their standards.

THE EXECUTION

Social-first: User generated content, Influencer-partner content, custom-created still and video assets. The execution will amplify the experience of Black women amplifying their voices, the efficacy of expert formulas, and education tailored to the specific needs of Black women.