ABOUT

THE CATEGORY CLICHÉSkincare advertising is colonized by sterile cosmetic fantasy: digitally smoothed twenty-year-old faces splashed with crystal water, animated CGI drops falling onto golden kelp, and models gently patting a microscopic pearl of moisturizer onto an unwrinkled cheek in a sunlit bedroom. It sells cosmetic miracles while pretending that spending four hundred dollars on two ounces of cream is a casual, everyday habit.THE PRINCIPLEThe ultimate commercial proof of a product's value is not a laboratory claim; it is the desperate surgery people perform when the bottle runs dry. At four hundred dollars an ounce, nobody throws away a tube of Crème de la Mer when the pump stops working. Dignity is abandoned. The owner takes heavy kitchen shears, cuts the thick plastic barrel in two over the bathroom vanity, and scrapes the inner walls with an index finger to recover the final three grams of Miracle Broth. That crude domestic bisection is the highest compliment a consumer can pay a brand. You only perform an autopsy on something you cannot bear to lose.CAMPAIGN PLATFORM & MASTER HEADLINELa Mer // "The Bisection"Master Headline: The scissors come out before the bin.THE COPY SYSTEM & EXECUTIVE BYLINESub-copy: Giant Sea Kelp. Bio-fermentation. Four hundred dollars an ounce. The final gram is never wasted. Crème de la Mer.Brand Strategy, Creative Direction, Art Direction, Copywriting: Deborah Rossouw