Vogue x Biossance Squalane & Ectoin Overnight Rescue Moisturizer

The Challenge

Launch a new hero moisturizer in a crowded skincare category while driving awareness and purchase consideration with a Gen Z audience—without sacrificing Biossance’s premium, science-backed brand positioning.

The Insight

Gen Z skincare audiences respond to credibility and simplicity over overt claims, valuing creator routines that feel authentic, ingredient-led, and editorially endorsed. Social-first formats that balance education with aspiration outperform traditional product advertising in early-stage consideration.

Go-To-Market Strategy

I owned the launch strategy end-to-end, using Vogue as a strategic distribution and credibility partner rather than a pure media channel. The campaign was anchored to Vogue’s One Beauty Secret franchise to deliver product-forward, social-native storytelling, with creator and model Nara Smith as the face of the launch;aligning her minimalist routine with the product’s barrier-repairing benefits. The activation was extended through a long-form branded article to deepen engagement and reinforce scientific credibility.

The Impact

• Delivered a Gen Z-relevant product launch that balanced editorial authority with creator-led authenticity

• Strengthened Biossance’s positioning as a science-forward, premium skincare brand within trusted editorial environments

• Established a repeatable social-first, editorial-backed launch model for future product innovation