A NEW STEP FOR MUSTELA: “I WANT” BRAND PLATFORM
Restoring consumers’ trust and reasserting the leadership of Mustela brand by communicating on its commitments: naturality and safety of its formulas, CSR concrete actions, parenthood understanding and a unique skincare expertise.
In an atmosphere of mistrust due to serial scandals surrounding chemical components in cosmetics, many parents are skeptical towards the baby care category, or changed their consuming behaviors towards natural and organic emerging brands.
AIR PARIS created a new strategic and creative brand platform allowing Mustela to connect to parents and open a dialogue between the brand and its consumers, reaffirming their commitment to caring.
All the content created about the brand commitments was adapted in social media content and commercial activations.
AIR PARIS defined a new visual and tone for natural ingredients to enhance Mustela’s natural and safe formulas, with no compromise on expertise and efficacy.
Brand strategic platform – Visual territory - Campaign films & prints – Packaging design – Social media content & activations