Science-Backed Beauty. With a Wink.
(Creative Concept + Copywriting + Visual Direction for Premium Skincare Device)
(Creative Concept + Copywriting + Visual Direction for Premium Skincare Device)
CHALLENGE
Ella Care was preparing to launch a new beauty device and needed a distinct positioning that would highlight its scientific foundation while remaining warm, relatable, and elegant. The challenge was to balance clinical credibility with natural beauty appeal, avoiding clichés or overused “miracle” claims.
STRATEGY
We built the campaign around the unexpected tension between technology and natural beauty — using irony as a narrative hook. Our copy and visual tone made space for elegance, trust, and a subtle touch of rebellion against the typical beauty industry promises.
Key principles:
Juxtaposition of opposites: Technology ≠ unnatural
Smart irony: "Red flag" / "It’s not magic, it’s science"
Premium minimalism: Warm tones, soft textures, modern fonts
Clear voice: Bold, feminine, informed
EXECUTION
We produced two hero creatives for Instagram and Meta Ads:
Technology Meets Nature
Headline: “Technology in natural beauty? Yes, and it’s not magic.”
Subline: “We’re as tired as you of ‘miracle’ solutions. This is science. And yes, it shows.”
Concept: Challenge perception with elegance and a wink
The Red Flag You’ll Want
Hook: “The only Red Flag you’ll want in your life.”
Subline: “Your skin will notice. So will your mirror.”
Concept: Reclaim pop culture language with confidence
Visual elements:
Neutral, spa-inspired backgrounds
Red overlay for brand recall and product signature
Realistic, high-quality device photography
COPYWRITING HIGHLIGHTS
“Technology in natural beauty? Yes, and it’s not magic.”
“The only Red Flag you’ll want in your life.”
“We’re as tired as you of ‘miracle’ solutions. This is science. And yes, it shows.”
“Your skin will notice. So will your mirror.”