Erno Laszlo’s biggest launch to date. The next generation of the famous Phelityl collection.
Dr. Erno Laszlo was famous for his Phelityl complex. Spending decades in its original formula, 2024 saw the new generation of skincare - the Phelityl Reviving Collection.
As an A+ launch, I led the digital execution through email, web, paid, social, and supporting photography. Using high-end visuals and cohesive storytelling, this launch garnered social attention, a large new customer base, and revived our devotee client.
Landing page design
Art Direction & Execution: Julia Bialko
Supporting web, email, & social assets
Art Direction & Execution: Julia Bialko
Primary campaign photography, not pictured
Creative Direction: Marla Stough
Photography & Art Direction: Loris Guzzetta
Supporting campaign photography, shown below
Art Direction: Julia Bialko
Photography: Halves Studio
Texture + Ingredient Photography: Free the Birds
Supporting texture shots:
Creative Direction: Marla Stough
Art Direction: Free the Birds
The brief
Bring our best-selling product into the 21st century. How do we showcase clean science, clinical results, and our doctor-founded heritage?
Erno Laszlo’s best-selling classic of nearly 60 years, the Phelityl Night Cream, was in need of a modern-day facelift, and needed a partner in the market - a silky, complementary essence. As product development worked to create two new formulas to resonate with a wider consumer base, appeal to today’s skincare needs, and create a formula more targeted for all-day wear, the Creative Studio and I were busy delving into the storytelling brief.
The brand had recently undergone a full packaging redesign, and needed to refresh the strategy for launch and digital assets to match. The goal was to communicate:
1. Brand authority
2. Product expertise
3. Scientific prowess
4. Transparency
As an 360, A+ campaign, the Phelityl Reviving launch spanned packaging, web, paid, email, social, photo, and print. Our key considerations were:
1. Maintaining key brand indicators to avoid alienating devotee clients
2. Elevating visuals to maintain competitive relevancy
3. Setting a new launch standard using updated brand storytelling
4. Consider global relevancy to appeal to China market
The process
Understand the new positioning, deep dive into competitive, and immerse myself in moodboards, sketches, and creative-thinking.
The devotee consumer has been with the brand on average 45+ years, and come from the Erno Laszlo “skincare prescription” days. These consumers are primed for an immersive, educational experience. How do we bridge this with our burgeoning consumer - the tech-savvy, social-native, millennial?
Create an immersive, “high-touch” experience through the digital space. Keep brand storytelling consistent, clear, and adaptable across all future launches. Maintain a level of maturity for devotee channels.
As I researched competitive, our plan became clear. Peel back the curtain for social - create the feeling of transparency in process. Show our packaging process, create a “moodboard” the consumer can relate to, provide a glimpse to our filling and manufacturing process. Keep photography clean and simple, and where possible, show real life and real skin for a real human connection. Lean into motion and video - demonstrate yummy textures, lean into gratuitous slow motion, and bring ingredients under the microscope.
The launch
Let the show begin - a classic reimagined, and better than ever.
My team and I were able to touch this launch at every stage of the product journey. I directed and supported
the following chapters:
1. Franchise color selection to accurately match brand and collection story
2. Primary and secondary packaging development
3. Primary and supporting photography, including catalog, video, and lifestyle
4. E-Commerce takeover with webpage design and full-scale infographic collections
5. Full-scale email series, focusing on transparency, skimmability, and generating excitement
6. Social takeover with a youthful, aspirational twist
The Phelityl Reviving collection hit the ground running and quickly gained a devoted following in both the US and China. This collection allowed customers to reconnect with the brand DNA - scientific, experienced, and above all, personal.
To this day, the Phelityl Reviving collection remains one of Erno Laszlo’s best-selling global franchises.
