CURÉL

THE END OF DRY SKIN, THE BEGINNING OF SO MUCH MORE

THE SITUATION

Curél is a therapeutic body lotion brand that had been in decline for over 13 years. People didn’t know the brand. Those who knew, didn’t care. At shelf, the therapeutic category was an overwhelming wall of white. Cold. Scientific. Boring. Curél lacked distinctive character and equity with consumers. It trailed competitors in awareness, usage and loyalty, despite high satisfaction with the product. To complicate matters, Curél had to sell 300K units of its new HydraTherapy innovation before end of year to satisfy retailers and meet budget expectations.

THE TRUTH

Through social listening, we knew that the “frustrated seeker” was tired of dealing with dry skin. Her life felt like an uncomfortable, never-ending battle of rules. Always apply heavy goopy lotion after showering. Never take a long, hot shower. Avoid itchy wool sweaters. And that’s just to feel comfortable in her own skin.

THE STRATEGY

We needed a strategy that could break through the sterile category with humanity and warmth. As a brand with a new, innovative in-shower moisturizer that could truly cure dry skin, our strategy focused on the idea of freedom. We wanted to showcase a world without limits.

THE CREATIVE

The truth and strategy led to the idea of helping dry skin sufferers get back to the things they love. “The end of dry skin. The beginning of so much more.” This idea was brought to life by a central creative asset of a web series called “Break the Rules of Dry Skin” with three key influencers and the credibility of a dermatologist. Curél HydraTheraphy helped each woman enjoy the “so much more” they missed as dry skin sufferers.

THE RESULTS 

Only two month after launch,  completed views of the videos far exceeded expectations. There was a 93% lift in purchase intent and hundreds of glowing consumer accolades. The campaign remains the most successful in Curél's history.