Project brief
RadiantSkin Social Ad
Turning audience insight into social creative designed for discovery and sharing.
The goal was to develop a social media ad for RadiantSkin by first defining the audience and platform, then translating those insights into creative designed to feel relevant to the people most likely to encounter it.
I centered the concept on a younger skincare audience shaped by beauty trends, wellness culture, influencer recommendations, and the social behaviors that turn products into discoveries worth sharing.
STRATEGY
Designing for discovery.
I identified the primary audience as young women ages 16–25 with strong interests in skincare, beauty, wellness, social trends, and influencer culture.
The strategy considered not only what this audience buys, but how skincare products become part of social behavior—through recommendations, routines, trends, and products people want to share with each other.
- INTERESTS
- Skincare · Beauty · Wellness
- BEHAVIOR
- Trend-aware · Socially influenced · Recommendation-driven
- CULTURE
- Influencers · Beauty communities · Online trends
- Audience
- Platform
- Message
- Creative
CONTENT DESIGN
Impossible to gatekeep.
I developed the creative around a simple social insight: the strongest product discoveries are often the ones people want to share.
Rather than using traditional product-heavy skincare advertising, I centered the desired outcome—radiant skin—and paired editorial beauty imagery with language that feels native to the audience’s social environment.
A CERAMIDE MOISTURIZER IMPOSSIBLE TO GATEKEEP.
SOCIAL LANGUAGE
“Impossible to gatekeep” uses familiar online language to frame the moisturizer as a discovery worth sharing.
OUTCOME-LED VISUAL
The creative centers glowing skin rather than relying only on product imagery, making the desired result the primary visual hook.
DIRECT ACTION
“TRY IT TODAY” gives the awareness-focused creative a clear next step without competing with the central message.
A ceramide moisturizer impossible to gatekeep.
REFLECTION
Refine the audience, then the ad.
This project reinforced that effective social creative begins before the design stage. Defining the audience and platform first made it possible to develop a message and visual concept that felt more specific to how that audience discovers, talks about, and shares skincare products.