Pro Hydrate 5

Between Sept 2022 and June 2023 I worked with the Twelve creative team and their client Thornton & Ross to get their brand new Cetraben PH5 brand platform and product range out there into the world.

For this range of products for the kind of dry skin and very dry skin that is bothersome but not severe, I created a deck with a few different brand platform ideas, concepts and key messaging. The concept everyone loved internally from the beginning was ‘Dry Skin, we’re coming for you’, as it’s more hard-hitting and direct than we normally see in the skincare category. I also created the idea of a ‘skin hydration score’, which was able to be proved in R&D.

I worked with creatives, designers and the account director across concepting, brand platforms, product claims and key messaging, and copywriting including video scriptwriting and storyboards, and website copy.