TLDR; I design and strategise campaigns that work
Celina is a creative lead with a knack for turning bold ideas into high-performing campaigns. She helped take Coco & Eve from cult-fave to $100M acquisition by creating scroll-stopping content, social-first launches, and record-breaking sales moments.
From e-comm to social, she’s led lean teams, built brand worlds, oversaw end-to-end creative production across marketing platforms (and, made Gen Z care deeply about hair masks.)
Contents
01
Glow Shimmer Body Oil
02
Sweet Repair Haircare
03
Black Friday Sale
04
Boost Therapy Haircare
01
Glow Shimmer Body Oil
The Antioxidant Glow Shimmer Body Oil is a fast-absorbing dry oil that hydrates, nourishes, and leaves skin glowing. Infused with Kakadu Plum and Coconut Oil, it delivers antioxidants and deep moisture without the greasy feel. Light-reflecting shimmer gives an instant radiant finish, while the tropical scent makes it summer in a bottle.
OBJECTIVE
Build hype around Coco & Eve’s first Sunny Honey launch of 2024 and position the Glow Shimmer Body Oil as the must-have product of the summer.
CREDITS
Creative Director: Celina de Guzman
On-set Art Director: Celina de Guzman
Assistant: Zoee Toh
Photo + Video: France & Jesse
Hair & Make-up: Sarah Faubert
Producer: Celina de Guzman
Design + Copy: Celina de Guzman
The Creative
For this launch, we traded Bali’s laid-back beaches for the iconic Trixie Motel, fusing Bali-core with Barbiecore to blend tropical warmth with big-city boldness.
The shift away from island escapism was intentional—LA’s big, flashy, glam energy gave us the perfect runway to showcase the unapologetic glow of our Glow Shimmer Body Oil.
The Emails
We positioned the Glow Shimmer Body Oil as more than just a shimmer—it was a bodycare essential. Our email flow highlighted skincare benefits, a lightweight, buildable formula, and visible results when used as part of a routine. A blog-led email supported this with expert tips and added value, helping drive topline traffic beyond just product hype.
To differentiate the Glow Shimmer Body Oil from other shimmer oils in the market, we crafted an email flow that focused on what sets it apart: skincare benefits, a buildable lightweight formula, and real results when used as part of a routine. Rather than relying on glow alone, we positioned it as a bodycare essential. A dedicated blog-led email also helped drive topline traffic, offering expert tips to get the most out of the product.
Press releases and influencer mailing cards reflected the same content as our email flow, communicating how to achieve the most glow for your buck, and presenting the shimmery results promised by our body oil.
Paid Social Assets
Our goal was to position the Glow Shimmer Body Oil as the ultimate summer staple, nothing fancy. Every asset was designed to capture the full experience of wearing it, from dispensing the product onto your palm, to gliding it against your skin. For video assets across paid and social channels, this meant pushing formula close-ups and application shots to the beginning of the clips to ignite instant craving and excitement for the product.
Press releases and influencer mailing cards reflected the same content as our email flow, communicating how to achieve the most glow for your buck, and presenting the shimmery results promised by our body oil.
02
Sweet Repair Haircare
The Sweet Repair Shampoo, Conditioner and Leave-In Treatment is a 3-step routine that strengthens, smooths and restores dry, damaged hair. With Peptides, Ceramides, and Vegan Keratin, it helps reverse the effects of bleach, heat and colouring. The shampoo and conditioner gently cleanse and hydrate, while the leave-in treatment detangles, protects and controls frizz. Made for anyone dealing with breakage or dullness, it leaves hair soft, shiny and visibly healthier from the first use.
OBJECTIVE
Following the sell-out success of the Sweet Repair Hair Mask in 2022, establish the expanded range as the ultimate repair ritual for bleach, colour, and heat-damaged hair.
CREDITS
Creative Director: Celina de Guzman
On-set Art Director: Celina de Guzman
Art Director: Mawee Borromeo
Photo + Video: Hanna Hillier, Rebecca Munro, GADRIANA Studio
Production: Glossem Ltd
Design + Copy: Celina de Guzman
The Creative
To break away from the sterile, clinical feel of typical damage-repair campaigns, we infused the visuals with playful colour (hot pinks were a MUST) and sensorial texture.
We cast models whose hair fit the bill—prone to damage, breakage, and frequent chemical treatments. Their strands became the perfect canvas to showcase the formula’s repair power, resulting in bold yet soft visuals that captured Coco & Eve’s modern, playful identity.
The Retail Marketing Assets
Creative for our Sweet Repair range has been featured across major retailers worldwide like Sephora and Galeries Lafayette, as well as our own digital platforms. With efficacy at the heart of our messaging, the campaign focused on spotlighting visible results and clinical trial stats to drive trust and conversion.
Paid Social Assets
Creative for our Sweet Repair range has been featured across major retailers worldwide like Sephora and Galeries Lafayette, as well as our own digital platforms. With efficacy at the heart of our messaging, the campaign focused on spotlighting visible results and clinical trial stats to drive trust and conversion.
03
Black Friday Digital Sales Event
Black Friday & Cyber Monday is our biggest global sales moment of the year, driving huge volumes across both dotcom and Amazon. The campaign runs over 1.5 to 2 weeks and is packed with daily emails, multiple ad iterations, and refreshed site assets—all built to create urgency, convert fast, and maximise visibility during peak season.
OBJECTIVE
Create high-impact key visuals and campaign assets to drive excitement, urgency, and revenue during Coco & Eve’s biggest digital sales moment of the year.
CREDITS
Creative Director: Celina de Guzman
Art Director: Mawee Borromeo, Denise Tan
Photo + Video: GADRIANA Studio
Design + Copy: Celina de Guzman, Denise Tan
The Creative
We wanted BFCM to feel less like a standard sale and more like a week-long destination event, full of excitement, movement, and tropical escapism. The result: a vibrant, multi-phase campaign that invited customers to explore, play, and shop something big—and fleeting.
The Timeline
The campaign unfolded in three phases — a teasing build-up, a bold and high-impact Black Friday event, and a whimsical Cyber Monday close. The intention was to take viewers on a visual journey from dark to light, mirroring the shift in energy across the sale period.
Phase 1:
Tease & VIP early access pre-sale
Phase 3:
Cyber Monday
Phase 2:
Black Friday
The Emails
Our Black Friday campaign kicked off with a Cheat Sheet teaser, giving customers a sneak peek into the biggest sale of the year: what’s on offer, when it starts, and how to get early access. From there, we shifted into snackable postcard-style emails, each designed to spotlight key moments: early access, top-rated deals, flash sales, and final countdowns.
The Paid Social Assets
Every BFCM campaign follows a tried-and-tested formula that’s refined through years of performance data. Our paid social strategy leans on best-practice formats, including:
- Strip banner motion ads
- “Top-and-tail” motion ads
- Static imagery with promo badges
All of which are quick to produce, easy to digest, and highly effective as they contain clear promotional messaging in compact formats.
*video above produced by Social Media Team
In total, the team rolled out over 120 paid social assets, 24 emails, and multiple press materials to fuel this sales moment.
04
Boost Therapy Haircare
Boost Therapy was our biggest haircare launch of the year, designed to disrupt a crowded growth category with a bold, feel-good twist. The campaign rolled out across paid, email, site, and retail, with assets built around problem-solution storytelling and visible results. Every touchpoint was crafted to connect emotionally, spotlight transformation, and position the range as the go-to fix for flat, lifeless hair.
OBJECTIVE
Create high-impact key visuals and campaign assets to drive excitement, urgency, and revenue during Coco & Eve’s biggest digital sales moment of the year.
CREDITS
Creative Director: Celina de Guzman
On-set Art Director: Celina de Guzman
Photo + Video: Hanna Hillier, Ed Jones, GADRIANA Studio
Production: Glossem Ltd
Design + Copy: Celina de Guzman
The Creative
The Boost Therapy Shampoo, Conditioner and Hair Density Serum are a targeted routine for thinning, flat or shedding-prone hair. The shampoo and conditioner deliver instant lift and fullness in just one wash, using biotin and coconut water to add body without weighing hair down. The serum goes deeper, working at the root with peptides, Procapil™ and Redensyl™ to support scalp health and accelerate hair growth over time.
After reviewing competitor campaigns, we noticed the growth category was dominated by sterile, overly clinical visuals. In true Coco & Eve fashion, we leaned into colour, softness, and symbolism. Inspired by our founder’s idea of using florals to represent regrowth, we built a vibrant, bloom-filled set that brought new energy to the volumising space.
The campaign was shot indoors, styled with wildflowers and Balinese favourites like orchids and lilies, set against a soft purple backdrop. While slightly “off-brand,” the purple was chosen to bridge the gap between Boost Therapy’s new soft blue and the iconic pinks of Like a Virgin and Sweet Repair.
The Timeline
The Boost Therapy line launched in two phases: the Shampoo & Conditioner first, followed by the Tripeptide Hair Density Serum a week later. Staggering the launch allowed us to build a stronger narrative around each step in the routine and spotlight the powerhouse formulas behind them.
The Marketing Assets
Rooted in problem-solution storytelling, our creatives spotlighted visible transformation, backed by clinical proof and haircare best practices. Each asset was crafted to communicate results, reinforce brand voice, and bring the efficacy story to life.
All Rights Reserved
TLDR; I design and strategise campaigns that work
Celina is a creative lead with a knack for turning bold ideas into high-performing campaigns. She helped take Coco & Eve from cult-fave to $100M acquisition by creating scroll-stopping content, social-first launches, and record-breaking sales moments.
From e-comm to social, she’s led lean teams, built brand worlds, oversaw end-to-end creative production across marketing platforms (and, made Gen Z care deeply about hair masks.)
Contents
01
Glow Shimmer Body Oil
02
Sweet Repair Haircare
03
Black Friday Sale
04
Boost Therapy Haircare
01
Glow Shimmer Body Oil
The Antioxidant Glow Shimmer Body Oil is a fast-absorbing dry oil that hydrates, nourishes, and leaves skin glowing. Infused with Kakadu Plum and Coconut Oil, it delivers antioxidants and deep moisture without the greasy feel. Light-reflecting shimmer gives an instant radiant finish, while the tropical scent makes it summer in a bottle.
OBJECTIVE
Build hype around Coco & Eve’s first Sunny Honey launch of 2024 and position the Glow Shimmer Body Oil as the must-have product of the summer.
CREDITS
Creative Director: Celina de Guzman
On-set Art Director: Celina de Guzman
Assistant: Zoee Toh
Photo + Video: France & Jesse
Hair & Make-up: Sarah Faubert
Producer: Celina de Guzman
Design + Copy: Celina de Guzman
The Creative
For this launch, we traded Bali’s laid-back beaches for the iconic Trixie Motel, fusing Bali-core with Barbiecore to blend tropical warmth with big-city boldness.
The shift away from island escapism was intentional—LA’s big, flashy, glam energy gave us the perfect runway to showcase the unapologetic glow of our Glow Shimmer Body Oil.
The Emails
We positioned the Glow Shimmer Body Oil as more than just a shimmer—it was a bodycare essential. Our email flow highlighted skincare benefits, a lightweight, buildable formula, and visible results when used as part of a routine. A blog-led email supported this with expert tips and added value, helping drive topline traffic beyond just product hype.
To differentiate the Glow Shimmer Body Oil from other shimmer oils in the market, we crafted an email flow that focused on what sets it apart: skincare benefits, a buildable lightweight formula, and real results when used as part of a routine. Rather than relying on glow alone, we positioned it as a bodycare essential. A dedicated blog-led email also helped drive topline traffic, offering expert tips to get the most out of the product.
Press releases and influencer mailing cards reflected the same content as our email flow, communicating how to achieve the most glow for your buck, and presenting the shimmery results promised by our body oil.
Paid Social Assets
Our goal was to position the Glow Shimmer Body Oil as the ultimate summer staple, nothing fancy. Every asset was designed to capture the full experience of wearing it, from dispensing the product onto your palm, to gliding it against your skin. For video assets across paid and social channels, this meant pushing formula close-ups and application shots to the beginning of the clips to ignite instant craving and excitement for the product.
Press releases and influencer mailing cards reflected the same content as our email flow, communicating how to achieve the most glow for your buck, and presenting the shimmery results promised by our body oil.
02
Sweet Repair Haircare
The Sweet Repair Shampoo, Conditioner and Leave-In Treatment is a 3-step routine that strengthens, smooths and restores dry, damaged hair. With Peptides, Ceramides, and Vegan Keratin, it helps reverse the effects of bleach, heat and colouring. The shampoo and conditioner gently cleanse and hydrate, while the leave-in treatment detangles, protects and controls frizz. Made for anyone dealing with breakage or dullness, it leaves hair soft, shiny and visibly healthier from the first use.
OBJECTIVE
Following the sell-out success of the Sweet Repair Hair Mask in 2022, establish the expanded range as the ultimate repair ritual for bleach, colour, and heat-damaged hair.
CREDITS
Creative Director: Celina de Guzman
On-set Art Director: Celina de Guzman
Art Director: Mawee Borromeo
Photo + Video: Hanna Hillier, Rebecca Munro, GADRIANA Studio
Production: Glossem Ltd
Design + Copy: Celina de Guzman
The Creative
To break away from the sterile, clinical feel of typical damage-repair campaigns, we infused the visuals with playful colour (hot pinks were a MUST) and sensorial texture.
We cast models whose hair fit the bill—prone to damage, breakage, and frequent chemical treatments. Their strands became the perfect canvas to showcase the formula’s repair power, resulting in bold yet soft visuals that captured Coco & Eve’s modern, playful identity.
The Retail Marketing Assets
Creative for our Sweet Repair range has been featured across major retailers worldwide like Sephora and Galeries Lafayette, as well as our own digital platforms. With efficacy at the heart of our messaging, the campaign focused on spotlighting visible results and clinical trial stats to drive trust and conversion.
Paid Social Assets
Creative for our Sweet Repair range has been featured across major retailers worldwide like Sephora and Galeries Lafayette, as well as our own digital platforms. With efficacy at the heart of our messaging, the campaign focused on spotlighting visible results and clinical trial stats to drive trust and conversion.
03
Black Friday Digital Sales Event
Black Friday & Cyber Monday is our biggest global sales moment of the year, driving huge volumes across both dotcom and Amazon. The campaign runs over 1.5 to 2 weeks and is packed with daily emails, multiple ad iterations, and refreshed site assets—all built to create urgency, convert fast, and maximise visibility during peak season.
OBJECTIVE
Create high-impact key visuals and campaign assets to drive excitement, urgency, and revenue during Coco & Eve’s biggest digital sales moment of the year.
CREDITS
Creative Director: Celina de Guzman
Art Director: Mawee Borromeo, Denise Tan
Photo + Video: GADRIANA Studio
Design + Copy: Celina de Guzman, Denise Tan
The Creative
We wanted BFCM to feel less like a standard sale and more like a week-long destination event, full of excitement, movement, and tropical escapism. The result: a vibrant, multi-phase campaign that invited customers to explore, play, and shop something big—and fleeting.
The Timeline
The campaign unfolded in three phases — a teasing build-up, a bold and high-impact Black Friday event, and a whimsical Cyber Monday close. The intention was to take viewers on a visual journey from dark to light, mirroring the shift in energy across the sale period.
Phase 1:
Tease & VIP early access pre-sale
Phase 2:
Black Friday
Phase 3:
Cyber Monday
The Emails
Our Black Friday campaign kicked off with a Cheat Sheet teaser, giving customers a sneak peek into the biggest sale of the year: what’s on offer, when it starts, and how to get early access. From there, we shifted into snackable postcard-style emails, each designed to spotlight key moments: early access, top-rated deals, flash sales, and final countdowns.
The Paid Social Assets
Every BFCM campaign follows a tried-and-tested formula that’s refined through years of performance data. Our paid social strategy leans on best-practice formats, including:
- Strip banner motion ads
- “Top-and-tail” motion ads
- Static imagery with promo badges
All of which are quick to produce, easy to digest, and highly effective as they contain clear promotional messaging in compact formats.
*video above produced by Social Media Team
Top & Tail asset of top performing self-tan ad
Strip banner asset of top performing self-tan ad
UGC-style still ad
Top & Tail asset of top performing self-tan ad
In total, the team rolled out over 120 paid social assets, 24 emails, and multiple press materials to fuel this sales moment.
04
Boost Therapy Haircare
Boost Therapy was our biggest haircare launch of the year, designed to disrupt a crowded growth category with a bold, feel-good twist. The campaign rolled out across paid, email, site, and retail, with assets built around problem-solution storytelling and visible results. Every touchpoint was crafted to connect emotionally, spotlight transformation, and position the range as the go-to fix for flat, lifeless hair.
OBJECTIVE
Create high-impact key visuals and campaign assets to drive excitement, urgency, and revenue during Coco & Eve’s biggest digital sales moment of the year.
CREDITS
Creative Director: Celina de Guzman
On-set Art Director: Celina de Guzman
Photo + Video: Hanna Hillier, Ed Jones, GADRIANA Studio
Production: Glossem Ltd
Design + Copy: Celina de Guzman
The Creative
The Boost Therapy Shampoo, Conditioner and Hair Density Serum are a targeted routine for thinning, flat or shedding-prone hair. The shampoo and conditioner deliver instant lift and fullness in just one wash, using biotin and coconut water to add body without weighing hair down. The serum goes deeper, working at the root with peptides, Procapil™ and Redensyl™ to support scalp health and accelerate hair growth over time.
After reviewing competitor campaigns, we noticed the growth category was dominated by sterile, overly clinical visuals. In true Coco & Eve fashion, we leaned into colour, softness, and symbolism. Inspired by our founder’s idea of using florals to represent regrowth, we built a vibrant, bloom-filled set that brought new energy to the volumising space.
The campaign was shot indoors, styled with wildflowers and Balinese favourites like orchids and lilies, set against a soft purple backdrop. While slightly “off-brand,” the purple was chosen to bridge the gap between Boost Therapy’s new soft blue and the iconic pinks of Like a Virgin and Sweet Repair.
The Timeline
The Boost Therapy line launched in two phases: the Shampoo & Conditioner first, followed by the Tripeptide Hair Density Serum a week later. Staggering the launch allowed us to build a stronger narrative around each step in the routine and spotlight the powerhouse formulas behind them.
The Marketing Assets
Rooted in problem-solution storytelling, our creatives spotlighted visible transformation, backed by clinical proof and haircare best practices. Each asset was crafted to communicate results, reinforce brand voice, and bring the efficacy story to life.
Tripeptide Hair Density Serum Press Release
© Redo
Legal
Privacy
All Rights Reserved
TLDR; I design and strategise campaigns that work
Celina is a creative lead with a knack for turning bold ideas into high-performing campaigns. She helped take Coco & Eve from cult-fave to $100M acquisition by creating scroll-stopping content, social-first launches, and record-breaking sales moments.
From e-comm to social, she’s led lean teams, built brand worlds, oversaw end-to-end creative production across marketing platforms (and, made Gen Z care deeply about hair masks.)
Contents
01
Glow Shimmer Body Oil
02
Sweet Repair Haircare
03
Black Friday Sale
04
Boost Therapy Haircare
01
Glow Shimmer Body Oil
The Antioxidant Glow Shimmer Body Oil is a fast-absorbing dry oil that hydrates, nourishes, and leaves skin glowing. Infused with Kakadu Plum and Coconut Oil, it delivers antioxidants and deep moisture without the greasy feel. Light-reflecting shimmer gives an instant radiant finish, while the tropical scent makes it summer in a bottle.
OBJECTIVE
Build hype around Coco & Eve’s first Sunny Honey launch of 2024 and position the Glow Shimmer Body Oil as the must-have product of the summer.
CREDITS
Creative Director: Celina de Guzman
On-set Art Director: Celina de Guzman
Assistant: Zoee Toh
Photo + Video: France & Jesse
Hair & Make-up: Sarah Faubert
Producer: Celina de Guzman
Design + Copy: Celina de Guzman
The Creative
For this launch, we traded Bali’s laid-back beaches for the iconic Trixie Motel, fusing Bali-core with Barbiecore to blend tropical warmth with big-city boldness.
The shift away from island escapism was intentional—LA’s big, flashy, glam energy gave us the perfect runway to showcase the unapologetic glow of our Glow Shimmer Body Oil.
The Emails
We positioned the Glow Shimmer Body Oil as more than just a shimmer—it was a bodycare essential. Our email flow highlighted skincare benefits, a lightweight, buildable formula, and visible results when used as part of a routine. A blog-led email supported this with expert tips and added value, helping drive topline traffic beyond just product hype.
Press releases and influencer mailing cards reflected the same content as our email flow, communicating how to achieve the most glow for your buck, and presenting the shimmery results promised by our body oil.
Paid Social Assets
Our goal was to position the Glow Shimmer Body Oil as the ultimate summer staple, nothing fancy. Every asset was designed to capture the full experience of wearing it, from dispensing the product onto your palm, to gliding it against your skin. For video assets across paid and social channels, this meant pushing formula close-ups and application shots to the beginning of the clips to ignite instant craving and excitement for the product.
Press releases and influencer mailing cards reflected the same content as our email flow, communicating how to achieve the most glow for your buck, and presenting the shimmery results promised by our body oil.
02
Sweet Repair Haircare
The Sweet Repair Shampoo, Conditioner and Leave-In Treatment is a 3-step routine that strengthens, smooths and restores dry, damaged hair. With Peptides, Ceramides, and Vegan Keratin, it helps reverse the effects of bleach, heat and colouring. The shampoo and conditioner gently cleanse and hydrate, while the leave-in treatment detangles, protects and controls frizz. Made for anyone dealing with breakage or dullness, it leaves hair soft, shiny and visibly healthier from the first use.
OBJECTIVE
Following the sell-out success of the Sweet Repair Hair Mask in 2022, establish the expanded range as the ultimate repair ritual for bleach, colour, and heat-damaged hair.
CREDITS
Creative Director: Celina de Guzman
On-set Art Director: Celina de Guzman
Art Director: Mawee Borromeo
Photo + Video: Hanna Hillier, Rebecca Munro, GADRIANA Studio
Production: Glossem Ltd
Design + Copy: Celina de Guzman
The Creative
To break away from the sterile, clinical feel of typical damage-repair campaigns, we infused the visuals with playful colour (hot pinks were a MUST) and sensorial texture.
We cast models whose hair fit the bill—prone to damage, breakage, and frequent chemical treatments. Their strands became the perfect canvas to showcase the formula’s repair power, resulting in bold yet soft visuals that captured Coco & Eve’s modern, playful identity.
The Retail Marketing Assets
Creative for our Sweet Repair range has been featured across major retailers worldwide like Sephora and Galeries Lafayette, as well as our own digital platforms. With efficacy at the heart of our messaging, the campaign focused on spotlighting visible results and clinical trial stats to drive trust and conversion.
Paid Social Assets
Creative for our Sweet Repair range has been featured across major retailers worldwide like Sephora and Galeries Lafayette, as well as our own digital platforms. With efficacy at the heart of our messaging, the campaign focused on spotlighting visible results and clinical trial stats to drive trust and conversion.
03
Black Friday Digital Sales Event
Black Friday & Cyber Monday is our biggest global sales moment of the year, driving huge volumes across both dotcom and Amazon. The campaign runs over 1.5 to 2 weeks and is packed with daily emails, multiple ad iterations, and refreshed site assets—all built to create urgency, convert fast, and maximise visibility during peak season.
OBJECTIVE
Create high-impact key visuals and campaign assets to drive excitement, urgency, and revenue during Coco & Eve’s biggest digital sales moment of the year.
CREDITS
Creative Director: Celina de Guzman
Art Director: Mawee Borromeo, Denise Tan
Photo + Video: GADRIANA Studio
Design + Copy: Celina de Guzman, Denise Tan
The Creative
We wanted BFCM to feel less like a standard sale and more like a week-long destination event, full of excitement, movement, and tropical escapism. The result: a vibrant, multi-phase campaign that invited customers to explore, play, and shop something big—and fleeting.
The Timeline
The campaign unfolded in three phases — a teasing build-up, a bold and high-impact Black Friday event, and a whimsical Cyber Monday close. The intention was to take viewers on a visual journey from dark to light, mirroring the shift in energy across the sale period.
Phase 1:
Tease & VIP early access pre-sale
Phase 2:
Black Friday
Phase 3:
Cyber Monday
The Emails
Our Black Friday campaign kicked off with a Cheat Sheet teaser, giving customers a sneak peek into the biggest sale of the year: what’s on offer, when it starts, and how to get early access. From there, we shifted into snackable postcard-style emails, each designed to spotlight key moments: early access, top-rated deals, flash sales, and final countdowns.
The Paid Social Assets
Every BFCM campaign follows a tried-and-tested formula that’s refined through years of performance data. Our paid social strategy leans on best-practice formats, including:
- Strip banner motion ads
- “Top-and-tail” motion ads
- Static imagery with promo badges
All of which are quick to produce, easy to digest, and highly effective as they contain clear promotional messaging in compact formats.
*video above produced by Social Media Team
Top & Tail asset of top performing self-tan ad
Strip banner asset of top performing self-tan ad
UGC-style still ad
Top & Tail asset of top performing self-tan ad
In total, the team rolled out over 120 paid social assets, 24 emails, and multiple press materials to fuel this sales moment.
04
Boost Therapy Haircare
Boost Therapy was our biggest haircare launch of the year, designed to disrupt a crowded growth category with a bold, feel-good twist. The campaign rolled out across paid, email, site, and retail, with assets built around problem-solution storytelling and visible results. Every touchpoint was crafted to connect emotionally, spotlight transformation, and position the range as the go-to fix for flat, lifeless hair.
OBJECTIVE
Create high-impact key visuals and campaign assets to drive excitement, urgency, and revenue during Coco & Eve’s biggest digital sales moment of the year.
CREDITS
Creative Director: Celina de Guzman
On-set Art Director: Celina de Guzman
Photo + Video: Hanna Hillier, Ed Jones, GADRIANA Studio
Production: Glossem Ltd
Design + Copy: Celina de Guzman
The Creative
The Boost Therapy Shampoo, Conditioner and Hair Density Serum are a targeted routine for thinning, flat or shedding-prone hair. The shampoo and conditioner deliver instant lift and fullness in just one wash, using biotin and coconut water to add body without weighing hair down. The serum goes deeper, working at the root with peptides, Procapil™ and Redensyl™ to support scalp health and accelerate hair growth over time.
After reviewing competitor campaigns, we noticed the growth category was dominated by sterile, overly clinical visuals. In true Coco & Eve fashion, we leaned into colour, softness, and symbolism. Inspired by our founder’s idea of using florals to represent regrowth, we built a vibrant, bloom-filled set that brought new energy to the volumising space.
The campaign was shot indoors, styled with wildflowers and Balinese favourites like orchids and lilies, set against a soft purple backdrop. While slightly “off-brand,” the purple was chosen to bridge the gap between Boost Therapy’s new soft blue and the iconic pinks of Like a Virgin and Sweet Repair.
The Timeline
The Boost Therapy line launched in two phases: the Shampoo & Conditioner first, followed by the Tripeptide Hair Density Serum a week later. Staggering the launch allowed us to build a stronger narrative around each step in the routine and spotlight the powerhouse formulas behind them.
The Marketing Assets
Rooted in problem-solution storytelling, our creatives spotlighted visible transformation, backed by clinical proof and haircare best practices. Each asset was crafted to communicate results, reinforce brand voice, and bring the efficacy story to life.
Tripeptide Hair Density Serum Press Release
All Rights Reserved