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The Moisture Lock Overnight Mask pays homage to the power and energy of nighttime regeneration. The campaign was rooted in strategy around the mask being unlike any other — completely non-toxic, with natural, potent ingredients that leverage the rest and repair cycle that takes place while we’re sound asleep. The efficacy of the product was supported by moonlit visuals — hydrated, flawless skin set against dreamy night skies. The hero image on the landing page, and print advertisement was taken by Inez & Vinoodh as part of the Love Life brand campaign, but accompanied the “What Blooms at Night” campaign seamlessly. The product sold out in 48 hours after launch.
Creative Direction — Colleen M. Herman.
Campaign Design + Art Direction — Kortney Eggertz and Kaela Rawson
Styling — Tess Comrie
Agency — Outset
Photography — Meghan K. Sadler