AVEENO SKIN RELIEF GENTLE SCENT LOTION:
CREATIVE DIRECTION

The Skin Relief franchise is a relatively small piece of business for Aveeno but an important one; people with truly dry, sensitive skin tend to index high in brand/product loyalty. The purpose of the product was to address the dismay this consumer feels at having to use ‘boring’, fragrance-free products all the time. The challenge was to create a message that would persuade this wary consumer that they could have fun with fragrance and not risk skin irritation. The below print executions/campaign (also carried across Instagram) performed well and Gentle Scents have produced high incremental sales.