Paula's Choice 'The Good Fight'

In the spring of 2018, the direct-to-consumer performance skincare brand Paula's Choice stopped selling to their consumer and started relating to them.

Role: Communications Strategist, Digital Strategist, Influencer Strategist

Digital Strategy

The Question: How do you take a functional performance skincare brand, who has only ever focused on the sell, and get them to forge a true relationship with their consumer?

The Answer: The Good Fight. Tell real women's stories of struggle, risk, and reward, using them as a conduit for the powerful message behind the brands creation: the unabashed desire to lives ones truth.

A resonant cast

By bringing Orange is the New Black star Jackie Cruz and Hart of Dixie star Jaime King on board to tell their struggles with the prison system and fertility issues, we were able to tell stories that resonated far and wide communicating the universal message of truth.

A Singular message

Focusing the core communication around the idea of truth allowed us to build the bridge between personal truths and the brand as solution for years of deception within the skincare industry.