Product and Social Media Strategy
cannabis sativa seed oil herbal concentrate
Background
Cannabis wellness products are a growing category, with various new products focusing on solving multiple problems. Cannabis is known for its calming abilities and is used for problem skin to help with acne and breakouts.
Kiehl's partnered with Sephora to create a product that utilizes cannabis' healing capabilities. Herbal Concentrate is featured in Sephora's newest section, which focuses on cannabis-based products.
Our ask was to devise a campaign that establishes Cannabis Sativa Seed Oil as a serious skincare ingredient and Herbal Concentrate as a highly efficacious product while recruiting new customers with a 100% natural offering for problem skin prone to blemishes, redness, and discomfort. We also wanted to be mindful of consumers’ association of cannabis with stoner culture and not as an efficacious skincare ingredient.
Strategic Approach
POWER OF HERBS = A MARRIAGE OF SCIENCE AND NATURE
As a nod to Kiehl's spirited sense of “handmade” apothecary art, we used a mixed-media collage to illustrate the efficacy the balance between nature and science creates when it comes together in Cannabis Sativa Seed Oil.
