Pro Hydrate 5

Cetraben PH5 — Brand Platform & Product Launch

Client: Thornton & Ross | Agency: Twelve | Role: Copywriter & Creative Strategist

Between September 2022 and June 2023, I worked with the Twelve creative team to help launch Cetraben PH5 — a new skincare range developed for dry and very dry (but not severe) skin.

I created a strategic concept deck exploring multiple brand platform ideas and key messaging territories. The winning idea — “Dry Skin, We’re Coming for You” — stood out for its direct, empowering tone, setting the brand apart from the softer language typical of the skincare category.

I also introduced the concept of a “Skin Hydration Score”, a claim later validated through R&D, helping strengthen both the scientific and consumer appeal of the brand.

Working closely with designers and the account team, I contributed to brand platform development, product claims, hero messaging, video scripts, storyboards, and website copy — ensuring consistency across all touchpoints for launch.