They had just revolutionised skincare. Now, more than an aspiration, we had to bring to life a new universal law: science works better with love.
Freshly was growing exponentially, but its narrative faced challenges: saturated messages, a complex offering and an uncertain balance between emotion and reason. Its new branding, Science Works Better With Love, set the course – but how could it be carried into its day-to-day communication?
Our mission was to structure its content strategy to guide users clearly and effectively. We defined pillars that fuse emotion with scientific rigour, creating a cohesive narrative at every stage of the customer journey.
This allowed us to:
– Balance the aspirational and the educational with discursive tools.
– Enrich the communication of routines with new creative formats.
– Simplify the ecosystem with guidelines adapted to different international markets.
The result: coherent digital communication, shared both by those looking for rigour and by those who just want to be pampered.
